There is an abundance of utterly useless and needless things in this world. That is why ORTO has committed to the idea of becoming the most useful youth brand. With that in mind, we created an intriguing communication platform in which we compare completely useless facts with the always useful ORTO products and services. The brand tagline “More useful than ...” is always topped off with a different and unique ending of the sentence – in each case co-created by the youth. The fact that ORTO gives everyone a chance to contribute to ORTO campaigns by creation of a unique tagline, resonated in a very positive way among the target audience.