|标题||Whistle of Glory|
|广告战役||Choose Your Ending - Bravia|
|产品||Bravia LCD TV|
|广告口号||The World's First Television For Men And Women|
|哲学|| We positioned Bravia as The Worlds First TV for Men and Women. We pre-empted the category benefit of LCD flat panel TV (great performance in a big |
TV that looks good enough to hang in the living room) by tapping into an insight within the battle of the sexes:
Men and women both agree that men care more about picture quality than style
Women and men both agree that women care more about style than picture quality. We disarmed the retailers influence over brand choice by giving people a simple call to action: Show me that Sony TV for men and women.
|问题|| How do you regain market leadership when youre asking an 84% price premium to the leading brand for a product you make on the same line as your main competitor? |
Sharp Aquos held the LCD TV lead with a 25% share
Late to the flat panel market, Sony was forced into a joint venture with Samsung to produce the Bravia
People who go to the retailer unsure what to buy tend to go home with what the salesman wants to sell, while people who go in with a clear preference create a path of least resistance for the salesman to play into
|结果|| The Worlds First Television for Men and Women campaign is credited with |
vaulting Sony to LCD TV leadership, more than tripling its share to over 30% of the market
Blowing past both Sharp Aquos and Samsung
The primary factor driving Sonys share price to 3-year highs
|Management Supervisor||Bill Ward|
|Interactive Designer||Scott Williford|
|Interactive Production Company||Razorfish|
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