This paper describes the 1999 launch campaign for new financial products internet site, Moneyextra. Initially, online and offline advertising was used and produced 95,000 visitors per month from April to end of September. This was 18% above target. However, share price and ad revenue was not affected in such a positive way - the advertising had failed to convey what Moneyextra was and how it worked. The new strategy focussed on 'rip-off Britain' concerns. Radio, posters, promotion at railway stations and online advertising were used. 4 months later advertising revenue was 3 times higher than October and visitor numbers increased above target. Share price rose. Visitor totals exceeded 400,000. Payback estimated at least 300%