To raise awareness and educate consumers about the Flext tariff using the campaign idea of ‘the world is not so rigid anymore’. We created a variety of online advertising formats to suit this theme, each execution adapted to its appropriate target audience. The campaign idea was expressed as magenta silhouettes interacting with the online environment, making the most of the media space.Click-through rates were astonishing, reaching up to 25% on certain websites, as were the 2006 business targets which were met and exceeded by mid-April.