Sony - "Whistle of Glory"

McKinney

McKinney Durham, Etats-Unis

6905

Marque: Sony
Pays: Etats-Unis

Annonceur: Sony Corporation of America

Titre	Whistle of Glory
Agence	McKinney
Campagne	Choose Your Ending - Bravia
Annonceur	Sony Corporation of America
Marque	Sony
Date de première diffusion/publication	2006 / 10
Produit	Bravia LCD TV
Secteur d'activité	TV, HI FI, magnétoscopes & accessoires
Slogan	The World's First Television For Men And Women
Philosophie	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.
Problème	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
Résultat	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
Type de média	Télévision & Cinéma
Longueur	45 seconds
Directeur de la création	David Baldwin
Directeur artistique	David Hermanas
Concepteur / rédacteur	Keith Greenstein
Concepteur / rédacteur	Lara Bridger
Réalisateur	Frank Todaro
Maison de production	Moxie Pictures
Montage	Deluxe’s Beast
Sociéte de création sonore	Elias Arts
Maison de production	Elias Arts
Directeur de création groupe	Jonathan Cude
Directeur de création groupe	Ellen Steinberg
Directeur de création associé	Keith Greenstein
Management Supervisor	Bill Ward
Chef de groupe	Chris Turney
Producteur, agence	Naomi Newman
Concepteur multimédia	Scott Williford
Société de production digitale	Razorfish
Monteur	Paul Norling