To inform consumers about Cambridge Audio System's feature to play scratched discs perfectly. To provide consumers with a first hand experience of the feature, demo CDs packaged in sandpaper were sent to prospective buyers. On opening the envelope, they were urged to bring the scratched CDs to the showroom to test the player themselves. Peolpe were intrigued to get the CD to the showroom and check it for themselves, and thus generated interest among prospective buyers and lead to an increase in sales.
Agency: Everest Brand Solutions, India.