A voice-dominated mobile market needed a new king. With 3G due for launch after 2 more years, there was a need to educate customers regarding mobile Internet and how much fun it is to use. Within a year of launch of this new commercial, mobile Internet began to feature in the 'consideration set' for intenders looking for a new mobile phone connection. A fun jingle, interspersed with functional messaging for things customers can enjoy on the Internet, became a well-received package, with Internet subscriptions going off the charts. A win-win for everyone.