Together with the client, the creative agency and the media, we employed an Outdoor technique that had not been used before. We decided to take the bouncing balls outdoors and framed 6-sheet locations to be Bravia TV sets. We then added an air propeller in order to make the balls bounce wildly. We also used 6 sheet locations featuring transparent tv screens that one could look through and see the world in colours.

The campaign created broad awareness and Sony achieved excellent results: the launch sales target was exceeded by 35%. Sony’s share of the flat-screen TV market was raised from 14% to 28%. Finally, the best-selling top three flat-screen TV models were all Sony Bravias.