Media team contribution:Persuading Sony eVE to employ digital platforms proved an uphill struggle!Communication Goals:To positively affect the audience attitudes. Targets:• Unaided brand awareness +10% lift (17% achieved)• Message association:+5% lift (8% achieved)Strategy & Approach:'Multi-channel Motorheads' was our strategic framework based on insights.Approach was simple: Creative based on product attributes. Larger creative formats were planned for impact. Media placements were based on affinity and time for message receptiveness. A centralised buy maximised media value.What makes this submission special/a great idea and why should it be a winner?It's special not for any 'big idea' but for the combination of a thoroughly planned approach/rationale, consistency of creative formats across multiple digital channels, impactful creative and measurable campaign objectives.Primary Results:• Unaided brand awareness lift achieved = 17%• Message association lift achieved = 8%Secondary Results:• 795,743 clicks on ads• 10,936 downloaded brochures• 25,682 PDA 'hotsyncs' of PDA page• 8,655 entries to win 1 of 4 productsWe changed the rules for targeting and channel usage, challenging convention and demonstrating improved media results.