Hotwire knew that familiarity with picture messaging among consumers was limited and that consequently adoption rates were a major business concern for operators.  Therefore the agency commissioned research that would both reveal the truth behind picture messaging adoption rates and create a human interest story to raise awareness of the service among consumers. The research would then go on to explore consumers’ use of text messaging, a more established and popular messaging service. Both pieces of research would be used to build awareness of Sicap.