MSN offers global reach and the Brand Megalomaniac's starter Kit offered an unforgettable way to dramatise the power that media buyers already held within their grasp. The DM engaged and educated our audience in the most unforgettable way. Our newly inspired 'Brand Megalomaniacs' were then driven online, to their Volcano Lair, where they learned how to wield this newly found power.Ultimately, we wanted our audience to start a relationship with MSN. We included a competition to win a trip to a Volcano island paradise - the last part of which could only be answered by contacting their MSN Representative.

We succeeded in greatly increasing awareness of MSN's reach and the opportunities it offers advertisers. The piece was also unusual enough to create a real word of mouth buzz. A number of media buyers gave favourable direct feedback to MSN themselves, which naturally made our client very happy.