Sony - "Whistle of Glory"

McKinney

McKinney Durham, Estados Unidos

6895

Marca: Sony
País: Estados Unidos

Anunciante: Sony Corporation of America

Título	Whistle of Glory
Agencia	McKinney
Campaña	Choose Your Ending - Bravia
Anunciante	Sony Corporation of America
Marca	Sony
Fecha de primera difusión/publicación	2006 / 10
Producto	Bravia LCD TV
Sector Empresarial	Televisión, alta fidelidad, video, equipo de música y accesorios
Lema	The World's First Television For Men And Women
Filosofía	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
Medio	Televisión y Cine
Duración	45 seconds
Director ejecutivo de creación	David Baldwin
Director artístico	David Hermanas
Responsable de conceptos / redactor	Keith Greenstein
Responsable de conceptos / redactor	Lara Bridger
Realizador	Frank Todaro
Productora	Moxie Pictures
Montaje	Deluxe’s Beast
Empresa de creación sonora	Elias Arts
Producción musical	Elias Arts
Director del grupo de creación	Jonathan Cude
Director del grupo de creación	Ellen Steinberg
Director creativo adjunto	Keith Greenstein
Management Supervisor	Bill Ward
Ejecutivo de cuentas	Chris Turney
Productor de la agencia	Naomi Newman
Diseñador multimedia	Scott Williford
Interactive Production Company	Razorfish
Montador	Paul Norling