The creative depicted groups of friends partying and having fun. The campaign was executed in fashionable retail areas and nightlife hotspots. This delivered synergy in terms of time and place between the location where the audience encounter the message and the spirit encompassed in the creative.

Studies showed that the campaign achieved significant standout amongst the key target audience of 18-34 year-olds and overall awareness levels increasedSignificant sales uplift was evident across major retail hubs, making the Fall ’05 campaign one of the most successful