To communicate the new Walkman Phone to a very young target, we implemented the concept “Music Mind Trip” into a multi-channel campaign which included a viral video.The video is meant to be a special edition video clip of the famous Cassius’ hit “Toop Toop”. The video mixes live action, motion graphic and 3D and narrates the music mind trip lived by a boy that goes jogging with his Walkman Phone.The video received more than 50,000 views in a month and was in top position on MySpaceTv home page.