The media use proposal came 100% from the media team. With the launch of Game Cube, the agency had a big challenge ahead: to make an impact on a fundamentally young target, with ages ranging from 15 to 24 years old, that up until then had been firmly under the Playstation influence.The situation required a change of brand strategy: to make an impact on a young and urban target, with high buying capacity and with the power to lead opinion and influence other targets. An authentic multimedia launch was necessary to reach this group of light television consumers.