The key objective was to engage an iPod savvy audience with the concept of music on your phone by driving the credibility of a real music player in your phone and by showcasing the rational benefits.Results:• Over 2.9 million people visited the site in the first 6 weeks with 8.5% coming back for more.• The integrated campaign was part of a hugely successful launch story – in which the W800 sold out in several markets.