Make the media the game. We defined the media campaign idea, media channels, target audience and pushed the metro outdoor supplier to accept this unconventional idea. The media idea was to use strong visual media and bring them to life by making them the game. The target audience was defined as the 'mobile generation'; young urban adults seeking the latest technological gadgets and distractions. Focus group research showed that key times for playing mobile games were when people were alone and during uneventful moments. To activate their interest in Java games we identified the communication channels which occupied these dull moments.