The client briefed us to develop an online campaign to launch the Nokia 3200 with the strategic intent to establish leadership perception in the mobile-device 'expression' territory. The website's objective was to leverage the phone’s personalization features to demonstrate product relevancy and drive purchase intent. We therefore created an online campaign centred around the idea of 'Make it yours'. We wanted the website to be an outlet for pure creativity and self-expression that can be used as a tool for Nokia 3200 owners or to illustrate the possibilities for potential Nokia 3200 owners. The online site targeted at open-minded individuals, who are both male and female, and can be single or young marrieds. They are style-conscious, expressive and are 'shameless' extroverts who are impulsive and slightly rebellious. Without doubt, their peers and friends are important to them.