The Mediaedge:cia team can take 100% credit for the idea behind the campaign. Reebok originally planned to spend nothing on digital advertising. Analysis of competitors' media budget allocation showed digital as the only medium where they had little presence. By spending a proportion of its budget on digital, Reebok could 'outshout' its competition in a medium. Following this insight, Reebok adjusted its campaign budget to include a new media commitment.The only creative available was the TV ad that ran on MTV across Europe. Mediaedge:cia suggested the ad be played online using new streaming video technology.