In January this year the Guardian produced a free CD to be included in their newspaper to drive product trial by younger readers who had not acquired a broadsheet newspaper habit. The Guardian has a heritage in new music and partnered with Groove Armada who compiled the CD. The creative strategy was to allow people to hear what the tracks sound like while presenting the music in a creative and interesting way. The campaign drove a massive spike in sale among the key target audience, with the targeted activity of the online campaign playing a central part in reaching that group