Microcodes. We hid tiny codes in every S20 ad in Australia. No global approvals needed as they were invisible to the naked eye. Each code was a variation of phone – ph0ne, PHoN3, etc. By finding a code and entering it online, anyone could win a phone. But without the 100x Space Zoom camera, people had to get creative. From billboards to bus shelters to TV commercials, no pixel of our ads was unexamined.