The challenge was to communicate with heavy internet users the benefit from switching their Dial up Internet Service Provider (ISP) to OptusNet Cable, a high-speed broadband internet connection.Our product tackled the pertinent issue faced by our target – how to avoid the 'world wide wait'. The media team turned the consumer insight into the media solution by offering internet users a solution precisely when their frustration was greatest; during slow, clunky downloads. The media strategy team drove the campaign strategy and creative expression of the campaign and ultimately broke new ground in advertising online proving beyond doubt that contextual advertising works.