In order to generate a believable feeling of momentum around the idea that people are switching from PC's to Macintosh everywhere, the media team developed a scheduling strategy of 'Exploding Frequency' for Apple's 'Switcher' campaign. OMD tripled the number of testimonial 'Switcher' stories that were planned by the client and creative agency (from 3 to 9 versions).'Switchers' are those unique, fascinating men and women who wisely and successfully find their way from PC to Macintosh - and want the world to know about it.