Swiss people between the ages of 40 and 60 are still tunning in every night to watch their favourite shows and movies on linear television. Despite the proliferation of streaming services and new ways to consume content, this demographic has remained rusted onto traditional institutionalized television.

To showcase the convenience of streaming, we targeted the 40 – 60-year-old target demographic with a camouflaged advert in Switzerland’s Sunday TV guide. The advert was designed to be indistinguishable from the regular TV listings which appear each week in the paper. So, when the target group went to see what was playing and when it was on, they also saw that blue TV was playing what they really wanted, when they really wanted it.