EA wanted to drive downloads through their new online store. This is a service where users can download full versions of EA's games. In this case, they could do it 24 hours before it hit the streets. Turnaround needed to be über fast. We were given 48 hours, but compromising quality was not an option. We aimed it at hardcore gamers with the propensity to download aged 16 - 25 right across Europe. This meant finding environments where high-end PC users could be found. Utilising our extensive results database we knew what creative would drive results on hardcore gaming sites and create the biggest buzz. The results were impressive with an average CPC of £0.59 across the board and over 40,000 clicks through to EA Store. With an average CTR of 0.93%, this demonstrated we had hit the right audience in the most effective way.