Events - 10 local heats, hosted on weekends in large regional shopping centres, ending with a Grand Final, hosted by celebrity, and an ultimate prize of the children’s total future university fees.

Support: the ATL budget focussed on providing region-by-region coverage in the 5 days leading up to each event across TV, Local Press and Radio.

Activation: all competition stages were filmed, with footage used for TV adverts and a specially constructed microsite.

Huge attendance at the events with over 30,000 sampled. In the first week after the final, sales across all Wii software rose by 46% and Big Brain Academy achieved an unprecedented 72% uplift. In the month following the promotion, 298% more Wiis were sold than the month before.