The team decided on an optimum media mix that would reach different targets, locating target focus-related non-conventional media, in order to get close to target lifestyle in a different way from competitors.Creative decisions were adapted to the team’s media proposals (metro personalisation, Megasite, below the line in pubs and clubs, musical radio contest ...).The team also recommended changing the campaign period (delay vs international launch) to fit target’s media consumption habits in Spain.