The agency created a real PSP wallpaper with 5 different designs in red & white PSP colors, each one composed of elements referring to one of the 5 PSP applications. In close up, the decorative patterns turned out to be composed of elements from the music/gaming/movie/pictures or online world.

The wallpaper was situated up-market to create credibility with the target group. The run sold out in one month only and established the PSP cult status. Sales increased with 56% among the target group.