The campaign strategy was 'media led' from the beginning. The media team's initial business environment and target audience analysis showed that the campaign would need a dual-pronged strategy to reach both a broad target audience through conventional channels and a sub target audience via more alternative media. The media team then advised on these channels: from which channels to use; to how much to invest; to what time of day; and where to most effectively advertise within them. The creative work was then carefully tailormade to meet these requirements.