The campaign’s key visual was a chain of people all wearing the T-Com "Welcome Football Shirt". The creative material was collected online (picture uploads) or at film shoots at various staging events across the country. The theme was used across all communication channels from TV and special print formats to innovative oversized Outdoor posters. In addition to their use in the ATL campaign, footage of event participants was broadcast on large projector screens in their own cities.

An incredible 1.5 million customers signed up for the tariff and received the T-Com football shirt. 14,000 registered their pictures online and 5,600 lucky participants got the chance to “star” in the campaign. Unaided brand recognition increased by approx. 10% and T-Com finished first in a public opinion poll with 85% aided brand recognition.