Telenet, Belgium's foremost cable provider, entered the mobile phone market. It launched a no-nonsense offer towards youngsters with a tight budget, simply called Telenet Mobile. In order to stand out, we offered youngsters an internet banner that let them call and text for free. From within, just by using their computer's microphone or keyboard. Pure and simple, no strings attached. It worked like a charm: the banner became the subject of the conversation itself. The news spread quickly on social media. More than a quarter of the visitors actually used it for more than 2 minutes on average.