ChallengeWhile developing a message for youths to avoid cell phone usage while driving, the challenge for Vodafone was to go beyond a mere theoretical approach and distinctly highlight the perils of the same to the target group.SolutionThe execution was that of a rich-media banner in the guise of an online game, which engaged the user into racing on an urban street. As the user begins to race, the monitor starts to flicker as if a ringing cell phone was placed in the vicinity, causing the vehicle in the game to lose control and crash.ResultsWidely appreciated, the banner generated immense publicity among youths and gamers alike, and also led to several requests from gaming portals wanting to host the banner on their websites.