THE CHALLENGE/OUR APPROACH Freeserve was the UK’s leading ISP-portal. The challenge was to re-brand Freeserve to Wanadoo, creating an exciting launch vehicle to ensure brand ubiquity, generate coverage and communicate Wanadoo’s commitment to the music industry. piranhaKid created ‘Wanadoo…Music’, a live music event at top rock venue, Scala, for 400 media, music industry and Wanadoo guests. We partnered with major record labels and negotiated major talent from radically different genres: Kelis, Rachel Stevens and Leah Wood, to illustrate Wanadoo’s commitment to all music. Interviews with the talent were also secured. RESULTS Over 90 articles generated, 70% of which highlighted the Freeserve to Wanadoo message. Coverage included The Sun, The Mirror, OK!, The Telegraph, Independent, Hello!, CD:UK and MTV. An increase of sign ups to broadband resulted in 53,000 activations.