The challenge was to find a low-cost way of gathering email addresses for the English Football Association. The opportunity was to also support the forthcoming efforts of the England team at the 2002 World Cup. Our resulting idea was The England Fans Flag - a website that gave every true England fan the chance to say 'Cone on England' in their own way. An introductory email was sent to 10,000 die-hard England fans. It invited them to visit a website where they signed up to the Fan's Flag and left a message. From that first message we got a 250.5% response rate, and over the next 5 weeks had 195,000 fans leave their name and message on the Flag (even Madonna joined in). The Flag, including messages was then printed (it was about the size of a tennis court), shipped to Tokyo, presented to Sven and the boys and then passed over the heads of the England Fans at each England game. The FA got their names, the Fans got to pledge their support, and we got Madonna's autograph (sort of). We also took a request to get more email addresses and turned it into a much bigger story.