"It's only in its third week but the format for the show is already a success - who needs a DJ wittering on when you're on a come down from a heavy weekend? My only wish is that it was on earlier, because if they're targeting clubbers at midnight on Sunday, then I'm afraid the only place most of them will be is in bed."
Client: Sony Computer Entertainment
Medium: New programme concept on Xfm
Media planning and buying: Simon Wilden and Anahita White at Manning
Brief: Take consumers beyond the normal media channel/commercial partner