Our brief was to drive visits to bbcnews.com from a new audience across the US and Europe who dip into online news during downtime at work.The campaign strategy was to “use the news to sell the news”–in essence, an online sampling campaign.The top banner prompts viewers to rollover before expanding to reveal eight live news headlines delivered via RSS from bbcnews.com. The viewer can scroll though the headlines - revolving around a globe to infer 360 degree international news coverage. On clicking on a headline, the viewer is taken directly to the full, detailed BBC news story.