We chose the panoramic elevators to carry our message. Almost every shopping mall has a panoramic elevator. Almost every elevator is located in the malls busiest area. So our plan was to give them a radio look & feel, creating a “radio elevator”. What once was an elevator column turned into a giant radio dial.As the elevator moved, a cell phone shaped tuner went up and down, just like a real dial

Product sold out even before the campaign ended.Perception of “leader in music technology” grew 8%, compared to previous year.