Sharp says size doesn't matter
Hong Kong - Sharp's latest campaign for its Aquos Large Screen TV aims to break the perception that 52-inch screens are too big for most Hong Kong homes.
Working with WE Marketing the campaign kicked off with a TVC which aims to remove the psychological barrier that most living rooms in Hong Kong do not have space to fully enjoy a large screen of 52-inch or above but just five jumping steps.
Keith Chan, managing director at WE Marketing, said the campaign aims to convey a tactical message to convince its general audience and change their perception that you can fit a big screen into your living room.
He said the execution of the TVC was kept simple but entertaining in order to relay its message and get people to try for themselves to see if they could fit a big screen in their own homes.
To ensure exposure of the campaign, it will be supported with print, outdoor and online ads. The first burst of the campaign is slated to last until the end of this year, with sales promotions tagged with its print execution.
The media buying for the campaign was handled by Mindshare.
Follow @MarketingEds on Twitter for breaking news throughout the day.
- Sharp Electronics
- WE Marketing Group
Mindshare Related Stories:
- Mindshare picks up global duties for Dyson
- M+S makes agency appointments
- Kleenex drives preference through softness
- Swiss Intl. Air Lines chooses media agency
- Mindshare to offer digital GRP metrics
- Mindshare China names head of performance
- Mindshare grabs L’Oreal’s online TV business
- A future where aesthetics matter more
- Sime Darby gets creative
- Mindshare names new president for China
- Lenovo goes beyond advertising
- Mindshare fills Hong Kong MD role
- Mindshare names digital director
- Case study: Unilever's football app
- Pocky markets to youth via micro movies
- Kleenex positions as China's buttocks cleaner
- Prudential pours its heart out
- Little change as Unilever settles media pitch
- Ford gets focused in new campaign
- Iris and Mindshare appoint, NHB calls pitch