o the unsuspecting consumer, the next Challenge could come from anywhere. In any form. It could be lurking just round the corner of the street, on a makeshift stage with a big, bold logo emblazoned on the backdrop. It could spring out of a van with bright graphics on its side screeching to a halt in the middle of a busy street. Or it could announce its arrival with a knock on the door.

And the unsuspecting consumer, busy negotiating the next 24 hours of her life, suddenly becomes the centre of attention. ... more