Brief/objectives: Create a global site to launch the C350 mobile phone within Motorola’s consumer website, hellomoto.com. Audience: Digital youth aged 19 – 29 with a passion for music and self-expression. Creative Solution: The site capitalised on the audience’s love of music by linking to the high-profile TV campaign featuring top DJs Paul Van Dyk, DJ Colette and Felix Da Housecat. Push-to-purchase was aided by Flash technology which gave visitors a taste of the C350’s Motomixer™ software. Visitors were invited to remix a TV ad track and get an instant reaction from relevant DJ. Exclusive DJ-created ringtones were also available.