Imagine a television converting the whole wall into a screen by reflecting colours on its screen onto the wall behind it through LED lights around it. The name of this television is Philips Ambilight TV. However, Turkish male consumers, our target audience, were not aware of this feature of the television and did not know about Ambilight. We aimed at contributing to sales by introducing Philips' Ambilight technology to our target audience of existing and potential customers, increasing product awareness, and having people experience this technology. The allegation that audiences would fancy themselves as being in the stadium would be expressed just through product experience. When doing that, we allowed everyone sharing football enthusiasm to reach their messages to thousands of people via social media with a Facebook Application.

'If there is Philips Ambilight TV at home, there is no need to go to stadium!' was the creative idea. We showed the target audience that, thanks to Philips Ambilight TV, the most critical football matches could be watched at home but with the quality of a stadium, together with their friends. To increase awareness, we first organised a 'Football Match Pleasure' competition on Facebook by choosing 6 important derbies from the Turkish Super League. Participants chose their matches and uploaded photos reflecting their football excitement together with their messages. We visited the house of the participant taking the highest number of votes each week together with Philips Ambilight TV; we had audiences experience the product and threw a special match party at their homes. We documented the excitement experienced in the house with photos and videos. On top, to boost sales, we sent discount vouchers to all participants.

224,078 visited the application on Facebook between 11 March and 4 May 2011. 11,125 people took part in the contest by presenting their relevant information. Rate of return reached 25%. 118,000 people were communicated through targeted mailing and SMS sending used for announcing the contest. 5,000 brochures were distributed through guerilla activities in Istanbul. 61m people were informed via Facebook ads and mobile banners. The number of fans on Philips Türkiye Facebook page reached 90,000 from 28,000 with an increase of 62,000 people (221%). Philips TV became the market leader in the 3D TV segment, with the 23.6% share in March 2011 increasing to a 13.5% market share in the LED segment, by gaining 2 points in March-April 2011.