We realised our target was consumers who had not jumped on the oh-so fashionable iPod/iTunes bandwagon. Yet they absolutely felt a passion for music. Rather than attempting to be more stylish than Apple, we took the opposite tact. We found an underground animator to create quirky stories about offbeat heroes desperate to have more music and entertainment. We see them going to extremes - constructing headphones from giant speakers, swapping ears with an elephant, carrying a TV off a cliff - to comically make the point that you can have more music and more entertainment with the new Windows Media Player.

Our approach is resonating with the audience. The average response rate for the entire campaign is three times Microsoft's norm for this audience segment. We're seeing lifts across the board from the most basic banners to rich placements. Needless to say, we have a client who is very happy and amused by this offbeat campaign.