Idea: Let’s give normal girls the chance to become the faces of the launch campaign. First, we created a web site for applicants in collaboration with a teenage web community IRC-gallery. Their casting videos were turned into commercials and they also had a go at doing voiceovers for radio spots. The campaign generated more applications than Miss Finland. The actual purpose of all this was to make the TV Viisi channel popular among young women. The recognition of this show being part of TV Viisi programming went from 0 % to 50 % in 2,5 months.