The creative solution was to let our consumers experience in their own hands the main benefit of the new Sony screen: only 0.99 cm thin!The ad was published in Israel's top 100 brands index magazine, which is relatively thick, that allows us to make a unique use of the media, and show how thin the LCD is.We divided the ad to two separate ads.

Our first ad headline: “Sony launches the world's thinnest LCD. How thin? Hold this page and turn to page 380”.The second ad headline: “Did you hold all of the pages together starting from page 141 up to this page? Now you know how thin our LCD is - only 0.99 cm” (we have measured that 239 pages away is equivalent to screen being 0.99 cm thin.)

Sony's position as the leading brand in entertainment electronics was given a strong boost through its exposure in Israel's most influential marketing and advertising magazine: Globes top 100 brands index.This magazine and especially the 100 top brands issue is targeted to the leading executives and decision makers in Israel’s economy.

The business outcomes were impressive: Sony sold out all the thin LCD screens in a few weeks.We have succeeded in creating a strong buzz in Israel's business elite and to retain Sony's positioning as the leading and most innovative brand in the market.