Primary goal of the campaign: to brand MSN as the place on the internet where young (25-40 years of age), working, Internet savvy or just fun seeking people should go to if they’re seeking for a broad range of information and products or want to come into contact with friends and/or people with similar interests. Warmth, closeness and 'season', i.e. spring/summer, are keywords of the campaign. The creatives not only show the variety of channels but more-over the position of MSN in the lives of the target audience: a 'friend' who can fulfill all their ‘needs’.