The power of the execution rested on the fact that we juxtaposed two similar entertainment formats (iPod and Cinema) and things you might associate with those experiences. The size of the popcorn boxes next to bigger versions of the same thing, immediately captured attention and upon closer inspection revealed the link to the product. We delivered the expected (a popcorn box) in a cinema with an unexpected twist, relevant to the product.

A successful combination of media and environment made this campaign highly effective. We created awareness and saw a direct impact on sales figures in stores that sell iPod's on the same premises as the theatres. Campaigns like this one contribute to iPods year on year sales growth in South Africa.