The creative solution and media strategy were built on Johnny Talkman, a 80s style rock star, performing the new hit song, "Talk is cheap", for the target group. The song was played on radio and in Radio NRJ star weekends, outdoor and print ads acted as idol posters, Johnny did his glamorous performance spots on music channels and was interactively present in Internet and chatrooms as if he really was an idol.

By splitting a significant share of the budget into non-traditional media, the campaign succeeded well in cost-efficiency: cost of 1% in recall was almost 50% lower than the average of TeliaSonera. Internet ads were clicked nearly 100,000 times. Already the Internet campaign has generated hundreds of TeliaSonera subscribers.