We chose an objective communication with a subtle emotional hook. High-tech innovation, quality and design were privileged. Materials like the one in the envelope reinforced this sophistication.Home Cinema was the basis of the creative concept, with the claim 'The film is about to start. Prepare your popcorn.' and a pack of popcorn. The leaflet conveyed both an emotional message, 'BPI offers you the emotion of home cinema,' and a rational one, with information about the products, namely reviews from specialised magazines. Those who needed explanations or wanted to view the equipment could visit the stands created for this purpose.

In the financial area, making results available is always a very sensitive matter. However, we can say that the campaign went quite well. The whole stock of equipment available for this action was sold out.