We chose visuals like the toilet wall, as it’s a place where the target group communicates their intimate secrets. We also used handwriting to make it more private. In the ads we communicated what the web-service was about, and at the same time we managed to tell youth about the name-competition by using weird domain names such as www.howlongisanormalpenis.no. They all led to the campaign-site. So did the name-suggestion in stage 2 (www.youngthough.no).

During 2004 the old RC’s site had 56.000 hits. During the campaign there were 50,000 visitors. We engaged a difficult target group over a long period of time. The site became so popular that it shut down briefly over Christmas due to an overwhelming amount of questions.