Our idea was to make people imagine how great, and full of details, the image on a Dell 5K monitor is. And to do that, we choose Radio as the media. We described details that people usually don’t notice on the famous Beatles “Abbey Road” record cover picture, making consumers imagine any details that they can see on a Dell 5K monitor.

Since it’s an innovative way of presenting a monitor, the focus media channel was Radio, on ‘rush hours’, to increase reach and frequency, and optimize the media buying through sponsorships during the main news programs.

Because Radio, as a media channel, is an innovative way of presenting a monitor, the focus was on the main news programs during ‘rush hours’ to increase reach and frequency, as well as optimize media buying with sponsorships.

The results for 1 month of the target were 1.6 MM impacts (1+).