The client asked for banners. Instead, we built them a band.Media uncovered key insights about Digital Media Enthusiasts (DMEs): • Of all the media files they trade, mp3s are most popular• DMEs won't engage with online banner ads • They're hesitant to accept a Microsoft solution (especially for entertainment) It was the media team who determined Microsoft would need to dress 'in drag' for this target to be receptive to them, and it was media who decided creating entertaining, 'swap-worthy' content was the best way to get their attention.