A new product promotional site for "Hairceda", a hair volumiser product which increases hair volume within an hour. Online engagement involves audience to dial a toll-free number that appears on the website. The character "Dylan McKay", performed by a comedian Takeshi Nadagi will address the call and provides various responses to the audience subject to the questions.

The idea conveys how easy to find out about Hairceda hair volumiser, as simple as calling Dylan. The site targets not just consumers who are keen to know about Hairceda, but also those who aren't aware of Hairceada.