Creating a stir among earliest adopters to generate word of mouth. We defined the media campaign idea, media channel, ad format and target audience. Internet was realised to be the ideal media channel though which to communicate with 'The Champions of Now', a group of young adults whose word carries the most weight within their generation. Internet sites and advertising formats were analysed to find the most effective way to target and create a stir among our group. For them the internet is information-rich and easy available yet not so mainstream that they can’t know what's hot before their friends.