(Movistar Activa from Telefonica Movistar). Consumer profile: Young urban dwellers aged between 14 and 25 years.

Objectives: To achieve a consumer profile that chooses the movistar Activa "Frequent Call Numbers" service, which enables the user to select the telephone number he/she most uses to send SMS messages at 10 pesetas and call them at 15 pesetas/minutes at any time of the day. "The Gang", a group of personalities featuring different characteristics found amongst young people, has been created to form the focal point of the online material and to explain the benefits of the service (you can create your own group and substitute the members. The primary objective is that the public identifies with the characters in the gang via their attitudes and the type of language they use.