To show the thrilling experience of a 13TH STREET film, we compared the size of widescreen TVs with the size of the viewer’s screams. We put stickers featuring a gaping mouth across widescreen TVs, showing how big the screen is and also how gripping the films shown by the 13TH STREET channel are. The stickers include the website address for detailed TV listings.

We reached the target group in a place where people are most prepared for the brand message. The execution surprised the shoppers and generated a word-of-mouth big enough to make people come to the store just to take pictures, send to friends and upload to their blogs.