At specific bus shelters, consumers could select their favourite tracks to be played out loud on 'mega-size' Walkman mobile phones, learn about the phone itself, or even watch music videos. In Metro tunnels, well known soundtracks were played from hidden speakers in the tunnel walkways as people went about their daily lives. The trains and tunnels were branded to reflect the "Soundtrack To Your Life" platform.

Two KPIs were used to measure success:Retail sales:Year-on-year sales increased by 21% in 2005. Consumer advertising tracking (TNS 2005 versus 2004):Index +11% for 'makes me feel good' and 'want to be seen using' Index +6% for 'leader in music technology'Index +5% for 'is an attractive brand'