Our competitive intelligence told us that we could not come close to out-spending our established competitors (Sony PS2 and Nintendo Game Cube) during the critical upcoming Holiday sales season. Nor could we out-reach or out-shout them. So, what to do? We had to make Xbox advertising work harder than theirs. In short, we had to out-connect them!How? We took our deployment to the most finite level, matching each individual spot with the perfect complementary showcase environment. It was a complete and relentless passion for our clients business which drove us there.