e-iv@ is a service offered by telefonicaonline.com which enables clients to consult in advance the total billing amount which Telefónica will report to the Tax Administration. The goal of this action is to notify our clients (small and medium-sized companies) that this amount is now available for their 2003 tax returns. The concept is simple: 'Don’t let the numbers surprise you'. With e-iva, there are no more surprises from the tax department, because you will know in advance how much you have to pay. We wanted the campaign to have a powerful impact, which is why we chose a simple fly as the leading character for our advertisement.