This solution was devised and co-ordinated by the media team at ZenithOptimedia, using insight from local agency and client teams to activate this media 'event'. After closely monitoring competitive spending and market share data for South Africa we helped identify Johannesburg as offering the strongest growth opportunity for HP. It was clear that we had to look beyond more traditional media routes to make our limited budget achieve a reasonable share of voice in the digital photography category. In addition, we were not satisfied that traditional media opportunities would offer us the best return on investment, in terms of targeting high-income consumers in Johannesburg.