The communication was seamless – 'you love music, we love music' - and we demonstrated this commitment through multiple sponsorships, interactive competitions and branded programme trails to direct consumers to their respective Music Zones.Zen’s commitment was further demonstrated through the provision of playlist and track downloads mirroring the programmes’ content.The ‘music zones’ were tailored by programme for different audiences and these varied throughout the 8 hour, daily activity – spanning rock, pop and urban genres.

Ownership of EMAP's portfolio ringfenced 50% of UK music channels and delivered 76% of 16-34 year-olds.Sim Wong Hoo, Creative's Founder and CEO declared, 'we are at war with Apple' – we rewarded consumers and sold out in retailers, whilst maximising media investment celebrating music and the love of music.