This campaign excelled in tactical media creativity because of the attention grabbing nature of the project.We negotiated the use of the humorous Bell voice in all the station's pre-promos and traffic tags instead of using the voices of the usual station announcers. This not only allowed us to tease listeners with this recognisable Bell voice, but helped us better integrate this promotion in the overall Bell creative platform.

The promotion was not only sucessful for the talk value it generated, but also for the amount of responses it produced after 3 weeks - 6,790 people participated. The stunt was memorable and conveyed the speed message to the listeners. The consumers were able to visualise the definition of rapidity!