Several “blue coloured” teaser spots were aired on TV.The covers (front and back) of the 10 major national newspapers came out printed in “TMN Blue” (meaning 97% of newspapers).Magazines were sold inside blue plastic bags and “free” newspapers were handout by distributors wearing blue TMN caps and t-shirts.Outdoor bus-shelters were turned into living-rooms, Abribus was covered with blue Post-its. Bus, underground stations, trams, canvas, billboards and abribus were decorated in TMN blue.

During 1st month of campaign, TMN spontaneous recall increased 68% reaching the highest levels in 2005 Mobile segment. Total TMN recall went up 31%, beating all competitors and scoring the highest levels of the year. TV recall increased 39%, radio 73%, print 102% and 97% for outdoor.