CHALLENGE : Promote a new football broacasting service of French Telco « Orange », allowing to watch football games on PCs and mobile phones.Build a database (mails and phone numbers) of potential clients.SOLUTION : On www.chabal-le-duel.com, Sébastien Chabal, icon of french rugby is about to shoot a penalty kick, but needs help.You are asked to fill in a form, with your mobile number and e-mail adress. You then instantly receive a call from Chabal asking you personally, to give him a hint, on which direction he should shoot, by pressing 1 of your mobile touchs.

EXECUTION: We called, not a striker, but the icon of French rugby, internationally known: Sébastien Chabal, and asked him to play football.On www.chabal-le-duel.com, the rugby player is about to shoot a penalty kick.Only for that, he needs your help.You are asked to fill in a form, with your mobile number and e-mail. You then instantly receive a call from Chabal asking you personally, to give him a hint, on which direction he should shoot.You have then to press a touch of your mobile phone (you have 5 choices) that will determine his shoot on screen right after.

After 2 weeks of campaigning we had :1 500 000 visits on the website1 000 000 of unique visitors1 000 000 callbacks, with 180 000 calls/day and 5callbacks/second during rush hoursWith 0 investment in media buying, the cost estimate fot the same results with media buying was around 800 000 euros.