Telmex, a telecommunications company, wanted to launch Virtual Line. This service was the answer for people who could not afford a landline, but needed to be connected. Virtual Line is a voice mail system, with a regular telephone number attached to it. With this, they would have a place to privately get their messages.

To make Virtual Line tangible we packed the line in a welcome kit including a user guide, a brochure, a welcome card, and a telephone number certificate. To promote the service we gave Virtual Line a personality- the perfect secretary. Our target market did not have a high level of education, so we used cartoons to illustrate all the technical aspects of the product.