With their 30th birthday, our client, radio station 5FM (known to its listeners as 5) needed to increase its appeal to young listeners: typical MTV-generation listeners that don’t care for being ‘advertised’ to.

Coming out of the brand slogan (Life’s better with 5) and the brand icon (a hand with 5 fingers), we created an underground campaign about a sad, lonely finger centered around a website lonelyfinger.com. We deliberately did not reveal the brand until months later, giving the target market time to take ownership of the Lonely Finger first.

We launched an underground teaser campaign using ambient and guerilla tactics (homeless people holding signs, graffiti, parodied singles’ ads, stickers, banners and posters) to drive people to the site. Here you could get to know and interact with finger and download his teaser movies (that were flighted on TV) to PC and Mobile Phone. The campaign used all existing media properties, but was driven by the web and viral.

In a 60” reveal movie, (flighted on TV, Cinema and website) the Lonely Finger eventually found happiness with 4 friends, revealing the brand, 5, with a slogan Life’s better with 5.