We drove viral activity via blogs and selective mails, backed by guerrilla activity and advertising in Mass Media. Through the website www.hastalasnarices.org, the target audience was invited to join in and follow the surprising performance that advertised the coming colour explosion: a spectacular "vertical exhibition" right in the commercial heart of Barcelona, that would culminate in a 500m2 graffiti. That same night, the explosion of colour burst onto the Top 1 TV.

More than 100,000 registrations online in barely three days. Bravia capitalised on the common naming of Sony's television sets. Sales increased 20% with respect to the launch campaign. Sony consolidated its leadership, growing more than 50% above the average in a clearly emerging market. A more than €500,000 ROI on publicity was calculated.