Outdoor was used to ensure street presence and visualisation of the simple iPod concept and product design. Sites were selected to dominate pub/club areas, shopping and youth culture hangouts. TV was used to emotionalise the product concept and make a direct connection with youth music cultures (three different tracks on the commercial allowed clever decisions on spot positioning and programme environment). Print was used to educate, and ensure clear understanding of how to use the product.

The iPod launch is one of the most successful in Apple’s history. The post-campaign analysis showed an increase in the intention to buy (79%), which quantified to a strong business response, retail outlets were out of stock by mid-December, making iPod the number one MP3 player in Europe.