We are a nation of egotists once we’re online. Half of us search for ourselves on the web by typing our own names into search engines. We also secretly spy on our partners. Two thirds of women have conducted online searches about their partner, and one in 10 women have searched online for a date.

This was the story that Hotwire developed for Easily.co.uk, a company that provides cost effective web hosting and domain name services. Hotwire was briefed to build awareness of the Easily.co.uk brand and its WebStarter package by reaching a wide consumer audience. In order to create maximum media appeal and reach a mass audience, Hotwire developed a strategy that had three vital ingredients: a carefully packaged story with a high talkability factor, a celebrity spokesperson to endorse the campaign, and a radio PR strategy to reach a mass audience.