The target audience for this particular service are tech and web savvy users. Accordingly, the launch of the service leverages Israel's most visited web sites.

Launch of the 3G "orange playlist“ cellular service; a musical library that allows you to create your own playlist with an endless supply of songs which you can listen to on your cell phone.

The playlist rests on the orange network, but goes with you every where.

The target audience for this particular service are tech and web savvy users. Accordingly, the launch of the service leverages Israel's most visited web sites.

This is a world first. It’s the first time ever web sites cooperate to run a single campaign over a large number of sites. This is world class innovation in terms of Internet advertising.

To emphasize the idea that the music follows you everywhere, the domino effect was chosen.

CD's create a domino effect, starting on the Internet page you're browsing, which then switches automatically to other web sites.Finally it gets you back to your original page.