The online campaign sees attempt to build on the 12m people who have joined the contact network to date. Kitcatt Nohr's creative work for the brand last year achieved click-through rates of 6%.
The creative plays on the interest people have in finding out what happened to the archetypal characters from the schooldays, according to Marc Nohr, managing partner at Kitcatt Nohr.
Placed on high-traffic websites such as ITV.com and Lycos, the ads stress the fact that searching for old friends is free, secure and anonymous.
In one execution, the caption on a picture of a cheeky-looking young man reads "Does he still fancy your mum?". Another features the archetypal "It Girl" and asks "Does she still stuff tissue down her top?".
"Does he still think he's straight?" reads another, while two more are football related but each targets a different age group. Both show a boy in football kit. One is captioned "Does he still think he's Cantona?" and the "older" execution is "Does he still think he's Keegan?".
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