www.thetimes.co.za: Hyperlinks

The Times briefed Ogilvy Cape Town to create a press ad to tell their readers that they had in-depth, comprehensive coverage of the Beijing Olympics on their website.
Ogilvy grabbed the readers’ attention using the articles on The Times' dedicated Olympics page. In collaboration with editorial staff, we underlined and changed the colour of certain words to make them resemble hyperlinks - the universal symbols for 'detailed online information'.
Traffic to The Times' website was substantial, with almost half a million unique users and over 3.2 million page impressions in the relevant period. Overall, it was the 13th most viewed site in South Africa.