In this need to communicate with an extremely specific public, the media team saw an opportunity to showcase the functional benefit of the product by linking it with editorial content that was extremely relevant to the target. So we sought qualified channels that would already generate and publish contents of big events: Lance! Newspaper, the biggest sports newspaper in the country covered the 2013 FIFA Confederations Cup; Billboard magazine covered John Mayer’s concert, the most awaited show in Rock in Rio 2013; and finally, Glamurama, the biggest fashion portal in Brazil covered the opening day of the São Paulo Fashion Week. All of these articles, illustrated with photos taken of a SONY 4K TV. The reach was amazing and very qualified, reaching around 30,000 unique visitors in Glamurama, 300,000 Billboard readers and 500,000 Lance! readers, impacting 830,000 real sports, music and fashion fans.

Our decision to focus all the communication efforts on specialized medias turned extremely relevant content into an ad for the SONY 4K TV. We reached the die-hard fans of high quality images by showing them they can have the best experience of their events without leaving their homes. And they loved it: during the period of the stunts, we sold 4000 units of the SONY 4K TV, a television that costs US$10,000 in Brazil.