The Isdin convention is broadcast on

The reason was the launch of a new product, in the presence of more than 300 delegates from the company. But not any product launch: “we had to convince the sales team that the product would give them an important competitive advantage,” says Fernando Le Monnier of Kivicom.

The event was planned as a news break interrupting regular programming to report the great news: the launch of the new product. The stage was transformed into a large TV set, with the speakers of the company as presenters. They gave way to direct connections with fake reporters on the street, interviews and news reports.

Finally, the video showed a Hummer carrying the product to the hotel. A security team then entered with the product and allowed delegates to see the product.