The guide contains too much information and several adverts from leading companies, that buy double-page or consecutive page ad space to get notoriety. Therefore, our communication strategy should stand-out above all other companies´ communications. That is what we did, stand-out. We got an agreement with the guide´s publishers and proposed to make a bookmark which allows you to look for information and use it as a communication support. Thus, creativity interacts with the reader showing the benefit of counting on Sony´s CCTV products and services.

The idea of producing an inserted bookmark as a new communication format ensured higher impact and a lower cost than including a left-hand-side page ad in the guide. 2,000 guides were issued. Sony received 179 calls requesting more information during the first three months. Most of the calls were made by security departments of leading companies. As it is an annual publication, new leads are generated monthly.