Launch the European iTunes Music Store across six key European territories. Position iTMS in the context of Apple's complete digital music offering, targeting young music-lovers whilst maintaining integrity with core tech and music aficionados.

Entering the European online download market some time after key competitors, iTMS immediately fulfilled the aim of becoming the no.1 across Europe one month before projected. 800,000 songs were downloaded in the first week in UK, FR, and DE alone, surpassing targets by over 200%.

TV and cinema acted as the brand halo beneath which iTMS was positioned. Our core outdoor solution was to replicate the spot visuals – the media imitating the creative in perfect synergy. Wild-posting and media-first long street-level PVC strips provided high-frequency presence in urban environments with unmistakable reference to the TV. The combination was simple yet clever, consistently executed across markets with the desired effect of consumers feeling as if they themselves were in the spot.

The canvas of our young adult audience was coloured and enlivened by the iTMS launch in various ways. We used the entire spectrum of the media palette - the broad brushstrokes of national media; the shades of city focus activity; and the finer touches of wild-posting, radio content partnerships and student media. The finished picture combined mass impact, product relevance, niche targeting, creative and media fusion, all linked together in a carefully balanced marketing mix.

We created a kaleidoscope of media experiences for our audience, fusing mass impact with targeted and cost effective relevance. Budget/geographical priorities led us to a 'city attack' strategy as the campaign core. However, we used wider reaching national media to reflect the consumer insight that digital music adoption cannot be defined by delineated boundaries. TV provied mass coverage, with outdoor bringing the spot to life via street-level wild-posting. This interlinked mixed media strategy was complemented by national press placements and urban/youth affinity national magazines. We drilled down further with our city focus of cinema, large format outdoor and ambient media.