To launch their latest audiovisual experience; the AUREA TV, Philips decided to step away from the normal product intro format. The Philips AUREA mesmerizes viewers with its moving Ambilight technique, hence the campaign theme 'seduction by light'. TBWA\BEC, together with our Paris network partner Auditoire, ensured that a similarly innovative approach was employed for the spectacular European launch party in Paris. Influentials from the fashion and design worlds as well as trade were treated to a midsummer's night cruise along the Seine before entering a true visual and sensual feast in Showcase, one of Paris's hippest night venues. Visitors were seduced through the different rooms and elements of the spectacular unveiling act via theatrical acts and special effects that teasingly played with light in different ways. TBWA\BEC also produced luxury invitation boxes containing UV torches that revealed the party date and location. Every little detail of each guest's stay in Paris was carefully orchestrated to produce the maximum 'wow' effect, the success of which was reflected in the approving reviews in fashion, lifestyle and trade publications.