SPOT satellite messenger was launched in November of 2008 as a first-of-a-kind product category with 0% awareness among its target audience. We developed the brand positioning, the creative platform, the advertising program strategy and launched a pilot test to prove the business model. Within just a few months, the advertising program and financial model proved to be a tremendous success. We drove qualified advertising response at a $4 CPR and product acquisition at a $43 CPA for a product that costs $169 with an annual subscription fee of $99. In addition, we produced a dominant brand – SPOT was in the Top 12% of all new non-food brands in the world for 2009 (as reported by IRI).