We created and launched our own “pop star” and named him Fabian. To make it look real we used exactly the same media plan that is usually used by record companies to launch singers: radio, magazines, street posters, flyers and the internet. After creating much expectation, we set a date for his debut on the #1 radio station.

Over 35,000 people heard Fabian’s downfall and comeback on the island’s number one radio station. In just two weeks Fabian’s website received 3,000 hits. When the jingle came out, it was recognised by the target audience as “Fabian’s song for Halls and not just Hall’s jingle”.