- Launch Aurea as a revolutionary icon in the category of high-end TVs that makes everything else feel old-fashioned and outdated. - Create desire for Aurea. We want our target to lust after it. - Compel them to sample the Aurea experience.

- The affluent 25-49 early majority in tech adoption. They look for the ultimate entertainment experience and are willing to pay a premium for technologies that will take their entertainment experience to the next level.

The Aurea campaign shouldn’t look, feel or behave like a campaign for a TV, because Aurea doesn’t look, feel or behave like any TV. Take a leaf from the playbooks of high-end luxury indulgence brands; use their aesthetics, semantics and semiotics. Aurea and her marketing needed to breathe beauty and desirability.

EDITORIAL/PRINT: - Hand-picked Print titles in specific European publications that fit with the upscale sophistication of the campaign, including Vogue, Wallpaper, Architectural Digest, GQ, Tattler, Vanity Fair. - Premium positioning in every case including Outside Back Aurea editorial Voque