Tiscali Press Release - TISCALI APPOINTS STRAWBERRYFROG FOR ONLINE CAMPAIGN

Tiscali, the European Internet communication company, has appointed StrawberryFrog, the international advertising agency based in Amsterdam and New York, for the launch of tiscali.plus. Tiscali.plus is the first easy-to-use, web based bundle of the most popular internet applications.

Tiscali.plus offers a range of features including file sharing, extra storage for larger files, digital photographs, spam filtering, upgraded security and mobile phone synchronization. Through a personal and transparent control panel, tiscali.plus subscribers can access an extensive set of the most important online services available on the web today from any place and at any time.

StrawberryFrog has developed the 'Hassle Free' brand strategy and positioning for tiscali.plus. The campaign tackles the issues of getting and being online by cleverly promoting the benefits and merits of each tiscali.plus feature in an engaging and entertaining way.

The first of a series of campaign under the Hassle Free banner is called 'Carefree', which will break in the Netherlands on 24 May 2005. Central to this campaign are online executions including rich media banners, online promotions, and a viral action that will play a prominent role in encouraging users to click through to a micro site and sign up for a free one month trial subscription to tiscali.plus.

The viral campaign features four Carefree interactive characters - The Student, The Parent, The Office Worker and The Funny Uncle. The characters are a cross section of Tiscali's audience and are based on real people - college students, office workers and parents aged between 20 and 50 years of age. Players can create dance routines for each character. By forwarding the campaign to friends and family, players will receive secret dance moves by return email. They can then build on a character's personality through the magic of dance.

Brian Elliott, founder and partner at StrawberryFrog, said: "Tiscali is all about empowering people and promoting equality through access to the internet. The Tiscali.plus Carefree campaign builds on this by positioning the new service as fast and hassle free. It engages users in a memorable way that overcomes the everyday issues of getting and being online."