The directive was to launch the smartphone Hiptop to the Grand Cayman Islands. The target audience, Caribbean youth, are very influenced by hip-hop culture in the United States. The core strategy was to make a promise of connectedness beyond the island. The positioning line, Hello Little Planet, made a strong emotional argument for the local youth to purchase more than a phone, but freedom and access to the entire world. A multi-level advertising campaign was created utilizing print, t-shirts, posters, collaterl, and video.