In Summer 2012, telecommunications provider Swisscom launched "NATEL® infinity" – the first wireless flat rate in Switzerland. In order to prove the possibilities of the new "infinity" plans, we started an experiment: We attached three smartphones with "infinity" plans to balloons and had them fly over Switzerland. Thanks to the Swisscom network, the smartphones continuously sent pictures and GPS data to our server. On Swisscom’s Facebook page, users were able to follow the balloon’s itinerary in real-time and marvel at the breath-taking pictures from above.

Instead of just telling people about the benefits of the 'infinity' plans, we proved them: We started a inspiring and engaging experiment, and 'infinity' was at the centre of it. Thanks to 'infinity', the flying smartphones were able to send hundreds of pictures to our server – proving that with 'infinity', digital citizens are not limited when using their smartphones. And thanks to the Swisscom wireless network, the smartphones were able to send pictures and GPS data from up to 10km high, proving the unbeatable quality of Swisscom's network.

In only 10 days, we counted 43,600 visits and 9,924 participants – some even followed the flying smartphones by car in order to pick them up after landing. A blogger outreach strategy led to reports in 7 of Switzerland's most important blogs. Major Swiss news outlets wrote about the campaign: Blick am Abend (633,000 readers), Blick Online (2.9m unique visitors/month), Bluewin (1.9m unique visitors/month) and many more. During the campaign, the interaction rate on Swisscom's Facebook page doubled. And, most importantly: After only three months, 500,000 Swisscom customers had switched to 'infinity'.