TV and cinema acted as the brand halo beneath which iTMS was positioned. Newspaper announcement ads on launch day led the fanfare, with creative magazine specials sustaining an educative print presence with product information. Outdoor provided ubiquity in urban environments, with wild-posting used as a synergistic reference to the spot visual. Radio partnerships gave objective credibility for our media-savvy youth audience. The desired effect was the sense that amongst competitors, iTMS provides the best online digital music offering.

Entering the European online download market some time after key competitors, iTMS immediately fulfilled the aim of becoming the No.1 across Europe one month before projected. 800,000 songs were downloaded in first week in UK, FR and DE alone, surpassing targets by over 200%.