In 2003, IBM undertook a major repositioning of its venerable IBM eServer iSeries line of servers. Seeking to create awareness and drive consideration in the mid-level, IT audience, we emphasised the 'new news' aspect of the iSeries launch — On/Off Capacity on Demand. To introduce this 'like magic' technology, we created a 3D genie lamp to encourage playful interaction with the brand. Any attempt to touch the lamp, sends it zooming out of the banner and across the Web page. Over 120,000 prospects played with the 'Genie' banner during its run, helping to drive 37,000 prospects to the campaign landing page.