Establish iPod as the MP3 player for our core target audience of young adults, finding the optimum balance between building broad awareness with the 'early mass' whilst maintaining the 'cool factor' amongst early adopters of digital music.

The iPod launch is one of the most successful in Apple’s history. The post-campaign analysis showed an increase in the intention to buy (79%), which quantified to a strong business response, retail outlets were out of stock by mid-December, making iPod the number one MP3 player in Europe.

Outdoor was used to ensure street presence and visualisation of the simple iPod concept and product design. Sites were selected to dominate pub/club areas, shopping and youth culture hangouts. TV was used to emotionalise the product concept and make a direct connection with youth music cultures (three different tracks on the commercial allowed clever decisions on spot positioning and programme environment). Print was used to educate, and ensure clear understanding of how to use the product.

All media activity was focused on a defined set of European cities. To support advertising further in-store materials and other collateral was also focused on these cities – ensuring a feeling of ubiquity and surrounding of the senses from living room to high street to store.

To achieve the communication goal, our strategy set out to stimulate the senses, mind and body, using each selected medium as a platform to deliver the most relevant component of the creative message. Due to limited budget, the focus for media support had to follow sales potential, thus a city attack strategy, covering ten European cities was developed. The cities were identified based on analysis of population and target audience concentration; digital ‘adoption;' and Apple’s distribution strength. The media selected not only had to fit these geographic criteria but also be of the utmost quality and relevance to our core audience.