We provided consumers with a thoroughly unique online experience. We incorporated state-of-the-art, over-the-page animations activated via multi-tabbed navigation. A parachutist, motorcyclist, surfer and mountain climber – avatars of C2's brand essence - alternately whisked across the portal, hyper dimensionalising user engagement and encouraging further exploration. And it was rewarded: one click, and users could watch the premiere of C2's new creative campaign, effectively linking the online and offline worlds.

The MSN and Yahoo digital roadblocks resulted in over 253 million impressions and over 41 million unique visitors within the 24 hour time period. Brand awareness leapt by 110% and trial intent rose by 10%.