The job – to announce to the world Motorola’s association with Bono’s charity RED.  The response – Trafalgar Square becomes Red Square for the night, with the production of a one-off free gig in London, broadcast that night on Channel 4 in the UK and then in 12 other countries.

Performances from the Scissor Sisters and Kylie Minogue were at the heart of the show, with fans able to secure free tickets from Motorola.com/red and via SMS.

2 million watched the TV show in the UK, the PR secured nearly 200 million opportunities to see and Moto handset sales increased by 27.7% over the two months of the campaign.