To describe the unknown wireless broadband called WIBRO, this campaign was divided into three parts; viral films, a teaser site and a main site. Also three characteristics of WIBRO, which are; no limitation of place, speed and large capability were personified for effectively building up its value. First, viral films were alerting people that something strange about W is happening - then a teaser-site gives several quizzes on finding out who the “W Brothers” are with clues formed with viral films. After revealing their true characters, a main site provides W Brothers’ interesting episodes to evoke understanding of WIBRO usage and needs.