Sony - "Whistle of Glory"

McKinney

McKinney Durham, Estados Unidos

6884

Marca: Sony
País: Estados Unidos

Anunciante: Sony Corporation of America

Titulo	Whistle of Glory
Agência	McKinney
Campanha	Choose Your Ending - Bravia
Anunciante	Sony Corporation of America
Marca	Sony
Data da primeira Transmissão/Publicação	2006 / 10
Produto	Bravia LCD TV
Sector Empresarial	Televisão, alta-fidelidade, vídeo, equipamentos de música e acessórios
Legenda	The World's First Television For Men And Women
Filosofia	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.
Problema	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
Resultado	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
Tipo de Mídia	Televisão e Cinema
Comprimento	45 seconds
Director executivo criativo	David Baldwin
Director de arte	David Hermanas
Redator	Keith Greenstein
Redator	Lara Bridger
Realizador	Frank Todaro
Produtora	Moxie Pictures
Empresa de produção	Deluxe’s Beast
Empresa de design sonoro	Elias Arts
Produção musical	Elias Arts
Group Creative Director	Jonathan Cude
Group Creative Director	Ellen Steinberg
Director assistente criativo	Keith Greenstein
Management Supervisor	Bill Ward
Executivo de contas	Chris Turney
Produtor da agência	Naomi Newman
Designer multimédia	Scott Williford
Companhia de Produção Interativa	Razorfish
Editor	Paul Norling