Challenge: Philips wanted to develop a relationship with the youth market and generate interest, excitement and involvement with their new line of portable audio products, MP3 CD players.Solution: A showcase for original music in MP3 format called “Philips 5 Minutes” enabled musicians to post original MP3s and appreciators to listen to, vote for and download their favourites. Based on these capabilities, “Philips 5 Minutes” developed a strong community of listeners and artists.Developed in Flash 5, users were presented with an engaging fluid interface. The navigation bar could be moved up and down to suit the user and each section could be minimised and moved to different locations within the web page.In support of the “Philips 5 Minutes” Website, an integrated promotional campaign was run with burning stations in retail locations.