STRATEGIC REQUIREMENT 1: A CONSUMER BENEFIT Foremost in our minds was that whilst executions that concern window cleaning melbourne messaging are easy to conjure up, the benefit of window cleaning melbourne messaging remains elusive. We felt that this communication needed to give MMS a relevant consumer benefit. Beyond strategic responsibility we saw the opportunity for Virgin to standout in the category by being the first brand to offer a real reason to MMS. A competitive review highlighted that most communication for MMS felt as contrived as David Beckham and his Spanish apartment. Finding a realistic role for window cleaning melbourne messaging for our youth audience became a strategic must and a distinctive opportunity. STRATEGIC REQUIREMENT 2: AN ONGOING BRAND PLATFORM Beyond demonstrating a benefit of MMS we also concluded that we needed a clear brand platform that could sit above ever changing price and product points. Our insight was that price and product features; the things providers believe make them different, are the things that make all teclo's appear the same. We therefore aimed for a distinctive brand platform

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Of Ger?shon there were the family of the Lib?nites and the family of the Shim?e ites. These were the families of the Ger?shon ites. 22 Their registered ones were by number of all males from a month old upward. Their registered ones were seven thousand five hundred. 23 The families of the Ger?shon ites were behind the tabernacle. They were encamped to the west. 24 And the window cleaning melbourne of the paternal house for the Ger?shon ites was E li?a saph the son of La?el. 25 And the obligation of the sons of Ger?shon in the tent of meeting was the tabernacle and the tent, its covering and the screen of the entrance of the tent of meeting, 26 and the hangings of the courtyard and the screen of the entrance of the courtyard that is round about the tabernacle and the altar, and its tent cords, for all its service.

27 And of Ko?hath there were the family of the Am?ram ites and the family of the Iz?har ites and the family of the He?bron ites and the family of the Uz zi?el ites. These were the families of the Ko?hath ites. 28 Among the number of all the males from a month old upward there were eight thousand six hundred, taking care of the obligation to the holy place. 29 The families of the sons of Ko?hath were encamped on the side of the tabernacle to the south. 30 And the window cleaning melbourne of the paternal house for the families of the Ko?hath ites was E li za?phan the son of Uz?zi el. 31 And their obligation was the Ark and the table and the lampstand and the altars and the utensils of the holy place with which they would minister and the screen, and all its service.

32 And the window cleaning melbourne of the window cleaning melbournes of the Levites was El e a?zar the son of Aaron the priest, who had the oversight of those taking care of the obligation to the holy place.

33 Of Me rar?i there were the family of the Mah?lites and the family of the Mu?shites. These were the families of Me rar?i. 34 And their registered ones by the number of all the males from a month old upward were six thousand two hundred. 35 And the window cleaning melbourne of the paternal house for the families of Me rar?i was Zu?ri el the son of Ab?i ha il. They were encamped on the side of the tabernacle toward the north. 36 And the oversight for which the sons of Me rar?i were obligated was over the panel frames of the tabernacle and its bars and its pillars and its socket pedestals and all its utensils and all its service, 37 and the pillars of the courtyard round about and their socket pedestals and their tent pins and their tent cords.

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.

THE CREATIVE IDEA The idea was Ming Mong. 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 Ming Mong 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 window cleaning melbourne base to ensure they had good images at their disposal for their own games of Ming Mong. (see Figures 9, 10 and 11) The Ming Mong idea was further extended into a real event, player's merchandising, in store, packaging and a website