标题 | Whistle of Glory |
广告公司 | McKinney |
广告战役 | Choose Your Ending - Bravia |
广告主 | Sony Corporation of America |
品牌 | Sony |
首次发布日期 | 2006 / 10 |
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 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 |
媒体类别 | 影视 |
长度 | |
执行创意总监 | David Baldwin |
美术指导 | David Hermanas |
文案 | Keith Greenstein |
文案 | Lara Bridger |
导演 | Frank Todaro |
制作公司 | Moxie Pictures |
剪辑公司 | Deluxe’s Beast |
音效设计公司 | Elias Arts |
音乐公司 | Elias Arts |
集团创意总监 | Jonathan Cude |
集团创意总监 | Ellen Steinberg |
联合创意总监 | Keith Greenstein |
Management Supervisor | Bill Ward |
客户主管 | Chris Turney |
广告公司制片 | Naomi Newman |
Interactive Designer | Scott Williford |
Interactive Production Company | Razorfish |
剪辑师 | Paul Norling |