Although it is a well-reviewed, high quality product, there is very low awareness of the Dell DJ portable mp3 player. The brief was to use online ads to help drive awareness and sales of the product amongst 18-24 year olds. This audience would not buy an iPod because of the ‘copycat’ perception and prefer to deviate from social norms. If Apple (and their advertising) is about image, style and form, then Dell is about function, personality and the music in your ears. Dell DJ is the player for those who care more about their music than how others perceive them.