The New Zealand launch of Microsoft Xbox was always going to provide unique challenges. We needed media ideas that captured the target's imagination, reflecting their lifestyle.We had to establish Xbox as a legitimate contender to the hugely popular Sony PlayStation2. We felt that an important way of beginning this process was through 'word of mouth' communication.The media team researched the target of males 18-29-year-olds and, unsurprisingly, one of the top leisure activities was identified as 'going to bars and clubs'. From this insight Universal McCann evolved 'Mystery Bar Guy' concept, successfully recognised by the CAANZ Media Awards.