The Task: Create intrigue and build the hype around the launch date for the PlayStation 2 console. This campaign targeted PlayStation's core audience of gaming fans (predominantly male, 18-24 years old), most of whom were eagerly awaiting the launch of PS2 in Australia. Our Solution: An on-line tease campaign was developed featuring un-branded banners and buttons on popular gaming & entertainment sites, directing people to a tease minisite to download a free countdown screensaver. A question mark was used as the creative theme, designed to be revealed post-launch as the "P" from the PS2 logo. This creative theme was supported in off-line media, including TV, print and outdoor. Banners and buttons made full use of sound and animation, in some cases initiated by the user. Once downloaded to your desktop, the screensaver counted down the number of days to launch when 'all would be revealed'. It also used sound and animation, both of which appeared more and more frantic as the day of the launch drew closer. From November 30th onwards, the screensaver revealed the "welcome to the third place" message, and introduced a range of games available for the new PS2. Results: The screensaver was downloaded by over 14,000 people, each having the 'welcome to the third place' message revealed on their desktops from November 30th onwards when the new brand TVC broke on air.