Introduce a new mobile brand in a very competitive and cluttered environment.Creating immediate sales was crucial because of the specific offer contraction. Target the brand at young people (16-24 year-olds, urban) as trendy, authentic and breakthrough. Grasp No.1 top of mind brand position among young TG.

1,000,000 users within three months. The most effective mobile telecom campaign ever. Top brand awareness indices (85% unaided, 99% aided among core TG). Brand awareness showed immediate growth after reveal. Most trendy youth brand. Massive PR.

Pre-teaser, guerilla marketing and non-standard media dominated the market. Outstanding visibility by usage of extremely differentiated niche media vehicles many of which (at least five) used for the first time ever. During the teaser, phase a massive out-of-home presence was reinforced by TV coverage via two minutes trailers asking the vivid question "that is this hand?"Dominance strategy reveal involved POS domination by on the cover inserts and ads in youth magazines.

The whole strategy was based on the young target's life style. 100% of planning was context based. Domination of their natural life environment and social behaviour: going to school–graffiti on walls and pavements, stickers on and in buses, bus stops, billboards in front of schools, events, Internet, targeted press, afternoon radio, music TV channels, cinemas, club events. Diversity of messages and dynamic change : the theme was updateded every ten days. Heyah became an icon.

To achieve communication goals we aimed for total suspense and domination of young people's everyday life environment. The campaign was divided into three phases. Pre-teaser showing an undefined sign "red hand" with no relevance to any current commercial usage. Intended to evolve public interest, word-of-mouth and suspense by means of various out-of-home, ambient median and Internet. Teaser stirring attention by adding brand logo and teasing slogans. TV, Internet, outdoor encompassed. Reveal massive introductory weekend of domination in TV (1500 GRPs in three days, cinema followed by other media and below-the-line).

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