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 hire boat whitsundays 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

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hire boat whitsundays, Coral Reef Charters, Australia, business.

INSPIRATION FROM RESEARCH The objective of hire boat whitsundays was to find out how our audience used picture messaging rather than find ways of telling them how they might find it useful. We gave 8 pairs of friends within the target audience MMS capable phones for a week, bags of credit and a free rein. The only stipulation was they had to return the phones at the end of the week and they had to save every message they received (both MMS and SMS). We reviewed the inboxes and below are a selection of typical images. CORE INSIGHT The core insight from hire boat whitsundays was that messaging, both picture and text, was being used in a very emotional and creative way. It was being used as a form of entertainment and as an extension of personality. The content was working like a social banter and was informal, funny, shocking, competitive, cheeky and sometimes explicit. We had the opportunity to position our MMS in a similar way; as an entertaining extension of personality.

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.