Paul Norling
Miami, 美国
标题Whistle of Glory
广告公司
广告战役 Choose Your Ending - Bravia
广告主 Sony
品牌 Sony
首次发布日期
产品 Bravia LCD TV
行业领域 电视,高保真音响,视频播放器,个人音响及配件
广告口号 The World's First Television For Men And Women
哲学 We positioned Bravia as “The World’s 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 retailer’s 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 you’re 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 “World’s 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 Sony’s share price to 3-year highs
媒体类别 影视
长度
执行创意总监
美术指导
文案
文案
导演
制作公司
剪辑公司
音效设计公司 Elias Arts
音乐公司 Elias Arts
集团创意总监
集团创意总监
联合创意总监
Management Supervisor
客户主管
广告公司制片
Interactive Designer
Interactive Production Company
剪辑师

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