The strategy involved the use of Google AdWords to drive qualifid traffi to DStv Mobile’s website. Particular users were targeted for this campaign based on who best suited the product (e.g. customers waiting at the Department of Home Affairs or those waiting in queues). Adverts were created and placed on the mobile network for users with smartphones, offering full Internet browser access, as well as for users with phones offering normal mobile access. The strategy aimed at attracting people before they went off to conduct their business, letting them know there was now something for them to do to occupy their time while waiting.