To secure credibility needed to make this a huge success we partnered with the two coolest youth radio stations in the UK: Kiss and Galaxy and with DMC the ultra hip DJ brand know for hosting the world DJ championships. The search fell into 5 areas:1. Hype. To show the true scale of the search and to emphasise that it was potentially life-changing.

2. Rally-cry. Next was a Rally-cry to get as many quality entrants as possible. We got top DJs to give demonstrations and give expert advice.3. Showcase. Following this was a showcase of entrants on-air4. Shortlist. This was followed by a shortlist of the best entrants performing at Live events and on-air.5. Final. This is where 5 finalists battled it out for the top prize of being made into a potential star including a recording session with a top producer to get a track released.

There were impressive shifts in key brand metrics among ckOne listeners: Spontaneous awareness: +31%ckOne is a brand for individuals’: +32%ckOne is unique: +40%But most significantly year on year sales rocketed up 40%.