THE CREATIVE IDEA The idea was Window Cleaning. The spoof competitive sport of picture messaging in which players would attempt to outwit and put down their opponents by way of 'cheap shot' picture and text messages. The campaign was executed through the line and ranged from a TV campaign right down to merchandising and the creation of an actual event. The brand platform 'Made For Messaging' sat above the whole campaign. The TV commercial took the form of a mock chess like competition in which the old master was beaten by the young upstart Rupert Bowman. In a macabre and unforgiving show messaging the smug old master was a reduced to a washed up has been. (see Figure 5) Part of the overall campaign was to promote MMS handsets. Rupert Bowman, as the new Ming Mong World Champion endorsed the new Nokia 3200. (see Figure 6) These executions celebrated 'classic' moments in Window Cleaning history. (see Figures 7 and 8) This campaign also included an element which encouraged participation in this sport. We devised 'Refill' stations where players could stock up on appropriate images by taking photos of the images for later use. We also sent a 'Mischief manual' to the customer base to ensure they had good images at their disposal for their own games of Window Cleaning. (see Figures 9, 10 and 11) The Window Cleaning idea was further extended into a real event, player's merchandising, in store, packaging and a website

www.dlyrigging.com.au: Window Cleaning www.dlyrigging.com.au: Window Cleaning www.dlyrigging.com.au: Window Cleaning www.sunrover.com.au: Window Cleaning www.sunrover.com.au: Window Cleaning www.sunrover.com.au: Window Cleaning www.sunrover.com.au: Window Cleaning www.bridesofmanuka.com.au/bridesmaid.html: Window Cleaning www.completetiles.com.au: Window Cleaning www.completetiles.com.au: Window Cleaning www.kjeng.com.au: Window Cleaning www.kjeng.com.au: Window Cleaning www.adimagephotos.com: Window Cleaning www.adimagephotos.com: Window Cleaning www.icmegaaustralia.com.au: Window Cleaning www.icmegaaustralia.com.au: Window Cleaning www.cairncrossaustralia.com: Window Cleaning www.cairncrossaustralia.com: Window Cleaning www.cairncrossaustralia.com: Window Cleaning www.dynamicart.com.au: Window Cleaning www.dynamicart.com.au: Window Cleaning www.dynamicart.com.au: Window Cleaning www.furyproductions.com: Window Cleaning www.furyproductions.com: Window Cleaning www.holmart.com.au: Window Cleaning www.holmart.com.au: Window Cleaning www.sponsorpoint.com.au: Window Cleaning www.sponsorpoint.com.au: Window Cleaning www.dbadvancedsolutions.com.au: Window Cleaning www.myultimateweddingplanner.com: Window Cleaning www.missmsalon.com: Window Cleaning www.missmsalon.com: Window Cleaning www.missmsalon.com: Window Cleaning www.specialisedremovals.com.au: Window Cleaning www.hillscales.com.au: Window Cleaning www.hillscales.com.au: Window Cleaning www.hillscales.com.au: Window Cleaning www.limousineexcursions.com.au: Window Cleaning www.chauffeuredvehicles.com.au: Window Cleaning www.chauffeuredvehicles.com.au: Window Cleaning www.londoncabsdownunder.com.au: Window Cleaning www.alloccasionslimos.com.au: Window Cleaning www.alloccasionslimos.com.au: Window Cleaning www.alloccasionslimos.com.au: Window Cleaning www.cobwebs.com.au: Window Cleaning www.cobwebs.com.au: Window Cleaning www.croccatcruises.com.au: Window Cleaning www.croccatcruises.com.au: Window Cleaning www.tfora.com: Window Cleaning www.tfora.com: Window Cleaning www.bettapartyhire.com.au: Window Cleaning www.bettapartyhire.com.au: Window Cleaning www.whodesign.com.au: Window Cleaning www.whodesign.com.au: Window Cleaning www.whodesign.com.au: Window Cleaning www.whodesign.com.au: Window Cleaning www.whodesign.com.au: Window Cleaning www.whodesign.com.au: Window Cleaning www.thekidscounsellor.com.au: Window Cleaning www.thekidscounsellor.com.au: Window Cleaning www.dlyrigging.com.au: Window Cleaning www.dlyrigging.com.au: Window Cleaning www.footprintit.com: Window Cleaning www.footprintit.com: Window Cleaning www.footprintit.com: Window Cleaning www.footprintit.com: Window Cleaning www.jackoff.com.au: Window Cleaning www.jackoff.com.au: Window Cleaning www.jackoff.com.au: Window Cleaning www.jackoff.com.au: Window Cleaning www.jackoff.com.au: Window Cleaning www.jackoff.com.au: Window Cleaning www.asphaltdrives.com: Window Cleaning www.asphaltdrives.com: Window Cleaning www.footprintit.com: Window Cleaning www.mp3yourcar.com.au: Window Cleaning www.accurateexcavations.com: Window Cleaning www.accurateexcavations.com: Window Cleaning www.accurateexcavations.com: Window Cleaning www.advancedice.com.au: Window Cleaning www.accurateexcavations.com: Window Cleaning www.accurateexcavations.com: Window Cleaning www.mp3yourcar.com.au: Window Cleaning www.compasscentre.com.au: Window Cleaning www.uniquedrives.com: Window Cleaning www.tankssoeasy.com.au: Window Cleaning www.mp3yourcar.com.au: Window Cleaning www.uniquedrives.com: Window Cleaning www.tankssoeasy.com.au: Window Cleaning www.compasscentre.com.au: Window Cleaning www.advancedice.com.au: Window Cleaning www.advancedice.com.au: Window Cleaning www.compasscentre.com.au: Window Cleaning www.bridesofmanuka.com.au/bridesmaid.html: Window Cleaning www.bridesofmanuka.com.au/bridalgowns.html: Window Cleaning www.bridesofmanuka.com.au/bridalgowns.html: Window Cleaning www.bridesofmanuka.com.au: Window Cleaning www.bridesofmanuka.com.au/bridesmaid.html: Window Cleaning www.bridesofmanuka.com.au/bridesmaid.html: Window Cleaning www.bridesofmanuka.com.au: Window Cleaning www.bridesofmanuka.com.au: Window Cleaning www.davisonbrokers.com/selling.htm: Window Cleaning www.davisonbrokers.com/selling.htm: Window Cleaning www.davisonbrokers.com: Window Cleaning www.davisonbrokers.com: Window Cleaning www.projectplumbing.com.au: Window Cleaning www.projectplumbing.com.au: Window Cleaning www.thekidscounsellor.com.au: Window Cleaning www.thekidscounsellor.com.au: Window Cleaning www.thekidscounsellor.com.au: Window Cleaning www.thekidscounsellor.com.au: Window Cleaning www.tsv.com.au/: Window Cleaning www.tsv.com.au/: Window Cleaning www.tsv.com.au/: Window Cleaning www.tsv.com.au/: Window Cleaning www.tsv.com.au/: Window Cleaning www.redmondoutdoor.com.au: Window Cleaning www.redmondoutdoor.com.au: Window Cleaning www.redmondoutdoor.com.au: Window Cleaning www.redmondoutdoor.com.au: Window Cleaning www.redmondoutdoor.com.au: Window Cleaning www.advancesoftware.com.au: Window Cleaning www.kwdrafting.com.au: Window Cleaning www.kwdrafting.com.au: Window Cleaning

, Australia, business.

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.

STRATEGIC REQUIREMENT 3: CONSISTENCY WITH THE PREVIOUS CAMPAIGN On the surface we had equity in Warren, the size of his equity would become even more apparent in time2. There was a solid argument for keeping the character. The obvious counter argument was that as a youth brand with a reputation for innovation Virgin should be unpredictable and constantly changing. We did however need to ensure that this Window Cleaning was regarded as a coherent development from the Warren Window Cleaning. THE COMMUNICATION OBJECTIVES Through analysis of what the brand needed the initial dream brief had evolved into somewhat of a nightmare. A case of doing the right thing not the easy thing had made our task more difficult. It had taken on greater significance and now had a requirement list that would make all planners nervous: a. Raise awareness of VMA's picture messaging service. b. Successfully communicate the market leading 25c rate. c. Highlight a benefit of picture messaging that is motivating to our youth audience and distinctive from the competition. d. Create a consistent brand platform for the mid term. e. Find strategic glue that hitches this Window Cleaning to the hugely successful Warren Window Cleaning.