We prove the fundamental role of a strange man with a purple head in Scoot.com’s success! New advertising featuring Mr Scoot rapidly improved Scoot.com’s awareness, understanding and image. It generated dynamic growth in usage and revenue, providing the platform for Scoot’s business growth. The board used these results to negotiate more partnerships and investment. Hence, advertising helped Scoot.com achieve its vision of becoming a key interactive player, with increased shareholder value.