The traditional approach to mortgage advertising is fractional spaces with a rate in the corner. This is low involvement advertising for a low interest sector. There are up to 50 ads of this type a week in the Daily Mail alone. MediaCom decided that NatWest needed to create high involvement advertising to cut through this clutter. The question was how? Firstly by briefing media owners to deliver press opportunities that allowed us to talk in their language to their audiences; secondly by making these opportunities both interactive and surprising. The whole idea was owned by the team at MediaCom.