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 | |
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 |