The aim was to give customers not just a message of 'colour', but an experience of 'playing colour'. Through this communication, we planned for many of the targets to go to the showroom of SONY.

This outdoor ad has been mentioned in 2 TV programmes, 6 magazines, 3 newspapers, various online news sites and many blogs. The publicity effect is $301,652. As a result, these publicities prompted many of the targets to go the showroom.

We produced an interactive outdoor media 'playing colour' experience by combining the web and outdoor advertising. On the web, people can change the colour of the actual building in the centre of Tokyo. That is, people can colour Tokyo. More specifically, people can choose from 16,000,000 colours. The outdoor ad was set on the billboard of the showroom.

The targets will not act by the TVCF, and we needed a new and innovative way. It was very effective that they experienced 'playing colour' to convey the message of BRAVIA; 'colour' and to go to the showroom.