In a country where the average family earns $12,000 a year, we couldn’t communicate a US$ 10,000 TV in mainstream media. Instead, we targeted our communication to die hard fans of extreme image quality, those who are so passionate about their hobbies they need to see every detail, and will pay the price for that. So we chose the biggest specialized vehicles for specific targets: soccer fanatics, music fans, and fashion aficionados. Then, we showed the impressive details you can see in a 4K TV by illustrating the main articles of these publications with photos taken of a 4K TV.

We turned extremely relevant content into an ad for the SONY 4K TV, showing the die-hard fans of high quality images that they can have the best experience of their events without leaving their homes. And the response was great: during the period of the stunt, consumers flocked to the SONY stores and we sold 4,000 units of the SONY 4K TV, a television that costs US$ 10,000 in Brazil.