The creative solution and media strategy were built on the current retro trend; 70s and 80s music, clothes, etc. Johnny Talkman, a real 80s style rock star, was created to perform the new hit song for the target group. The song, "Talk is cheap", was used first as a teaser on the radio and the Internet to create buzz among the young. Later, Johnny Talkman performed it under the Zeroforty brand.

Internet ads were clicked nearly 100,000 times. TeliaSonera got hundreds of Zeroforty subscribers straight from the Internet campaign. Zeroforty.org statistics showed almost double visitor rates. The campaign was cost-efficient; cost of 1% in recall was almost 50% lower than the average of TeliaSonera.