Sharp Aquos goes viral for LCD TV

Hong Kong - Sharp has kicked off a digital campaign by getting web users to send viral messages to their friends through a mini site aimed at promoting its latest Aquos LCD TV. The site has already received over 400 responses since its launch last Friday. 

To raise awareness of the mini-site titled where's my pixie?, online banners were put up on Apple Daily, On.cc, Yahoo as well as AV discussion forums such as discuss.com and avbuzz.com. The URL is also displayed at POP spots including on the official site for Sharp.   

The viral campaign targets 20- to 35-year-old office workers who usually go online to research before purchasing. The message game features a photo and a movable Sharp Aquos LCD TV screen to enlarge the pixies that contain the hidden messages.

Simon Handford, ECD for M&C Saatchi said the underlying message for the campaign is detail. "The creative rationale is that nobody has 'owned' detail; people are buying AV technology, there's a whole world of performance in detail. For Sharp Aquos, you can see a whole new level of definition."

The digital campaign is supported by a TVC featuring black pepper particle characters to demonstrate the micro performance of the HDTV broadcast on TVB Jade, TVB Pearl and ATV, cable TV and cinemas. The campaign also covers the MTR, print (in both magazines and newspapers), and outdoor (on buses).  

Mindshare is in charge of media buying and planning for this campaign.