The Internet plays a critical role in delivering to the youth target audience (aged 15-25). We needed to tap into this to promote TransAsia Telecom's new service.TAT launched 'Full Around' Ring Tone in Taiwan as a value-added service that allowed different background sounds and music to express emotion while talking on the phone. The marketing objective was to increase the ARPU (Average Revenue Per User) for TAT.We aimed to induce excitement, draw attention and create impact and also to encourage users to apply online. Therefore the Yahoo!Messenger IMVironment was selected. This was the first excercise in Yahoo!Taiwan that combined the communication of branding, product education, sounds and music, using the full range of Yahoo!Messenger functions.