With the broadband marketplace becoming increasingly mroe competitive, the campaign’s primary objectives were to raise awareness and generate consideration for BT Broadband Basic. We targeted busy professionals aged 21-28 with dial-up Internet connections at home, for whom time is of the essence. An unusual approach was taken to deliver a simple and quick application, not wanting to waste the user’s time. However, the average session lasted over four minutes per user, showing that the viral application proved to be a compelling and entertaining interactive experience, which subtly delivered the brand. The strategy illuminated a gap in the market; the concepts were intelligent, coupling humorous copy with beautiful art direction and design.