Turkcell, leading mobile operator in Turkey, briefed us for an online solution which would communicate a new tariff system for its 38 million subscribers. Our solution was to turn the subscriber’s decision tree into an entertaining minisite to help people find the best tariff that reduces their phone bills. Since the more you save, the richer you get; we based our creative idea on a hen that makes its owner rich as in “The Hen That Lays Golden Eggs” fable. Turkcell’s hen laid eggs, in different colors, representing different tariffs. The minisite had 3.2 million visits in 3 months.