In developing the JCPenney Brand Experience Site for the launch of the client's new brand campaign, "You've Got It Inside," Tribal DDB was challenged to connect with consumers on an emotional level to change their current perceptions of the brand while offering a rich experience to entice new customers to take notice. The site over-delivered. Traffic to the site driven by rich media ads on Yahoo!, AOL and MSN, resulted in hundreds-of-thousands of viewings of the clickable television commercials, driving direct purchase of the featured clothing from JCPenney.com. The positive impact on revenue was record-setting for an online branding initiative.