Every 3 months the Telefonica Moviles points programme informs clients of the new terminals they can get with accumulated points.But how to surprise them after more than 15 catalogues? How to get them to show the same interest as the first day? How to meet our objective: make them change their terminals?We used a metaphor. Today, mobile phones are like shoes - which style do we identify ourselves with: elegant, sportive, casual. That is how we decided to develop a creativity, comparing the selection of a mobile phone with a day's shopping at the best shoe shops. We got 199,292 visits to the site and MGM resend rate of 691.