One player owned the MP3 player category. But not everyone wants to follow blindly especially when all of their interests are as diverse and unique as they are. So Zune set out to become the alternative to iPod by highlighting unique features in a unique voice that included TV spots, real world and PR events, an online interactive experience, and print and online advertising focusing on unique features like wireless sharing, wireless synching, a monthly music subscription service and a Zune community built around the individual. And it worked: Zune became the clear #2 in the MP3 category.

In addition to brand TV, in print we highlighted some of Zune’s unique features. Like wireless sharing, access to a music based social community, and a subscription service that enables you to download limitless music for a monthly fee. We also used interactive out of home units and online banners to highlight the magical nature of what’s inside of Zune. Instead of going inside when it opened, we let what was inside, come out.Lastly, we developed an interactive microsite that allowed people to take an interpretive journey through Zune. The functions of the player were transformed into artistic environments that the user traveled through.