More than a TV, Aurea is a high-end luxury item, which doesn’t look, feel or behave like any other TV, neither therefore would its marketing. With this in mind the concept Seduction by Light was born, borrowing the codes, aesthetics and semiotics found in the purest luxury brands. Not wanting to just aspire to luxury but exude luxury, a fashion-inspired print campaign was created, complemented with a sensual short film and TV commercials featuring a woman being drawn towards and ultimately seduced by a mysterious light.

The rollout was aimed at a narrow but influential group within the segment of early tech adopters, specifically those who want their TV to be a home style-statement. There were two phases to the campaign: Prelaunch with a 7-page Fashion special in Vogue and Wallpaper across Europe; Launch with a fully fledged print rollout (DPS, single page and specials), online premiere of a Wong Kar Wai short film, media first with a special composition by the London Symphony Orchestra for the website and 60” and 30” TV commercials. All preceded by a special launch event at IFA.