HUMMER pre-launch research discovered three distinct marketing targets for HUMMER H2 - one core target of primary purchasers and two other significant, highly influential targets. The HUMMER media team conducted in-depth media behaviour and perception research which corroborated that each of these targets is truly unique in how they consume and perceive media and therefore, receive the message. The media team developed the construct of three distinct media approaches aggregating to one unified plan. This construct had significant influence on resulting individualised creative strategies.