We put together a unique partnership. Using media to solve an environmental programme. Lider Supermarkets – part of the Wal-Mart Group – and Degraf, a recycling specialist, would work with Sony to test a recycling programme.

For one weekend only, consumers would be able to bring their old TVs to the store and buy a new one to replace it. A special event that would put Sony in the role of planet protector and give consumers fantastic value.

The final incentive would be the chance to win tickets to the FIFA World Cup.The offer would be promoted by radio and press four days in advance as well as PR all designed to drive footfall and electrical waste to the stores.

The three Lider stores sold out and more than 210 Sony Bravia LCDs found new homes.

Sales were 300% ahead of a normal weekend.

Two hundred and twenty-one TVs were recycled. PR coverage on TV and in press was valued at $33,000, 50% more than the paid for media budget.