Opportunity: Communicate a key benefit of Napster against a dominant competitor.
Solution: Gained insight that listening to 30 second clips was much less valuable than having access to as much as music as you want for a flat monthly fee. Developed execution that resonated with target audience (Males aged 18-30). Viral video seeded amongst key opinion formers.
Result: Campaign generated over 30 million views worldwide and ranked 2nd in a viral poll for the year.