The Background - Plasma televisions dominate the display market and are perceived as the best flat screen TVs you can buy. We needed to shift perceptions away from plasma and firmly establish Sony LCD BRAVIA TVs as the future of television.

To launch of the new BRAVIA range of LCD televisions, Sony Australia used a global TV execution. The message of this TVC was "fill your life with colour."

Our challenge – to extend the "fill your life with colour" concept online in an engaging, compelling way; and at the same time educate consumers about the relatively new category of LCD televisions, and the unique advantages offered by Sony's BRAVIA line.

The Idea – Colours, like people, are unique. No two are the same. So, what if you could own your own unique colour? On the BRAVIA microsite, you can select a unique colour, name it, and put it on display for the rest of the world to see.

The result – the BRAVIA launch has become the most successful product launch in Sony Australia's history, and Sony.com.au became Australia's most visited consumer electronics site across the duration of the campaign.

Start at the BRAVIA microsite.

Mouse over the coloured balls. Some will have names over them. Others will prompt you to name them.

If the colour is named, you can find out who owned it. You’re then prompted to select one of your own.

You can tweak your colour using the RGB sliders...

And once you're happy, you can name it and own it. At time of launch, users who named a colour were entered into a prize draw to win a BRAVIA.

Because BRAVIA is a new brand, we had to introduce the audience to the models available...

And the differences between each model in a clear and simple way.

The site also explains the advantages of Sony technology...

It also explains the concept of RGB colour intractively – by letting users play with RGB sliders and change the colour of the page.

And, for fans of the popular Bravia TVC, there's an opportunity to watch the commercial online.