THE CHALLENGE/OUR APPROACH Wanadoo is Europe’s leading broadband provider. The challenge was to launch the new home Wi-Fi Livebox technology to mainstream UK media, explaining its consumer benefits and bringing it to life in a newsworthy way. piranhaKid chose Jamelia, the hottest R ‘n’ B star of the moment, to be the Wanadoo brand ambassador. Jamelia performed three songs at a launch event in London, while wearing a bespoke, Vivienne Westwood wire-inspired dress to add further hooks to the story. A selection of PR shots were taken at the launch and sent out to all national and lifestyle media. RESULTS 50 consumer media at Livebox launch. Coverage included 17 national hits in titles such as Daily Express, The Mirror, Media Guardian, The Sun, Daily Star, OK!, New magazine, The Telegraph and Gay Times. Broadcast coverage includes a one-minute slot on MTV News, repeated eight times, and a competition on CD:UK.