AQA needed a buzz and engagement amongst teachers for the new September 2010 GCSEs. Creating an umbrella concept “2010 Ready” we focused on the fact that AQA is the best placed to ensure that all teachers are ready for these GCSE changes. The initial launch drove them to a microsite to register for ongoing updates. As well as huge stand-out the concept provided a platform upon which to build all subsequent messages and communication throughout the next 18 months. In the first two months the microsite received 39,535 unique visitors and received 10,233 successful registrations.