In a media player market where iPod rules, the Chinese competitor brand is Oppo, a device which plays almost all media files. This is an advantage over iPod – which has a limited format range. Since we are going up against a big, established but not as robust product, our strategy centred on using interaction to turn perceptions about media players upside down to communicate this benefit provocatively, cutting through a cluttered Chinese marketplace. People are invited to click on file names with naughty names in online ads. When the files are played back, there’s a surprising twist.