Hotwire began the campaign by commissioning research into our online egos. The research analysed several factors, including who has a website of their own, who has conducted an online search for themselves or googled their friends, partners and work colleagues, and so on. The survey revealed some compelling data, such as the fact that half of us search for ourselves online, and that Brits are most likely to go online to dig up dirt on a date, partner, family member or a work colleague. It also identified trends - men’s online egos are focused on their careers, with one in five creating personal websites to host their CV. Women are more family oriented, hosting websites for the birth of a child or a wedding. This research created a fully packaged story that would attract media coverage and get consumers talking about their own online habits and thinking about hosting a personal website.