Sensorial experiences were created, with duration between 2 and 3 minutes, using sound and sound effects only.

Cinema was selected "to show" these experiences due to availability of digital sound technology in 5.1, with a highly concentrated audience and receptive to new experiences and sensations.

The "Vodafone Sound Experience" is a unique experience where the viewer, using only one of his five senses, is placed within a story, making part of it. Without resource of visual support this is an experience that, as the name suggests, lives exclusively of the sound, challenging the imagination of each viewer to create their own story.

Four "Sound Experiences" were created – Airplane, Liquid, Wardrobe, and Musician - with completely different scripts. In cinema, with a weekly planning, each experience was exhibited in specific movies, selecting the right target for each experience. The "Vodafone Sound Experience" represents a worldwide innovation for entertainment and advertising.

During 10 weeks, the campaign was exhibited in 50 cinemas around the country which represents 170 screens and 1,600,000 viewers.

According to a national survey, 72% considered that the stories are interesting, 77% of the viewers recognised the Vodafone brand spontaneously, 80% would like to repeat the experience and 94% considered the idea very original or original.From the very first day, the web and the newspapers were invaded by comments and articles about the Vodafone Sound Experiences.The Vodafone Sound Experiences are not just a unique experience, but an entire new concept of the potential of Cinema as a medium.