Microsoft wished to target the youth segment in a marketing drive for its MSN Portal and Messenger application. Our creative department devised a good-humoured 'soap opera' involving MTV Brazil’s cast of VJs.The McCann Brazil media team was pivotal to the project's execution given the special media negotiations it entailed.The media team recommended and executed the 'teaser', to attract the audience to the soap opera launch. We also determined exhibition frequency to provide more visibility for the campaign as well as VJ participation to introduce each new episode and advertise the product's different benefits. (Merchandising actions and 'liners'.)