By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Mahwah, N.J. – Sharp Electronics will kick off on Aug. 26 a new integrated advertising/marketing campaign highlighting the thrill of viewing its big-screen Aquos LCD TVs.
The campaign, which was developed by mcgarrybowen, a part of the Dentsu advertising network, stresses the impact of watching action up close on a big-screen set.
The new campaign, which is titled “Not For The Faint Of Heart,” centers around the recently launched 90-inch LED LCD TV which Sharp calls “the largest LED TV in the world” while also referencing its 60-, 70- and 80-inch screen size models in the process.
Mark Viken, Sharp marketing VP, could not disclose the size of the budget for the campaign, but said it would be somewhat larger than last year’s effort.
In developing the creative elements of the commercials, Viken said Sharp wanted to communicate how different the television watching experience is on a screen that large.
“It really draws you into the action of the content, so much so that and in some scenes you can actually feel the vertigo of heights,” he said.
The 30- and 60-second television spots center on base jumpers plunging from a 3,000-foot cliff in Norway and an Olympic luge sledder hurtling down the nearly vertical slope of a snow-covered run in Oslo.
“You really get the feeling of falling off of that cliff. The creative captures that well,” Viken said.
The spots were directed by acclaimed film director Martin Campbell, who directed “Casino Royale,” “Golden Eye,” “Mask of Zorro,” and “Green Lantern,” among others.
The ads target sports and film enthusiasts and are expected to make more than 287 million impressions in adults 18 years and over.
The sweet-spot target is men ages 26-54, who will account for some 96 million impressions, Viken said.
A 60-second version of the commercial will run on the Sharp web site, YouTube, Facebook and as demonstration material for retail TV showrooms.
The 30-second commercial will run on 102 spots in the first phase of the campaign extending from Aug. 26 through the end of September. Sharp is targeting broadcast and cable network sports programming, including NBC Sunday Night Football and the U.S. Open Tennis Tournament. Spots on FX and AMC will target movie enthusiasts, Viken said.
The TV spots will all be national in scope, but in some cases they will tie in with select retail partners as well, Sharp said.
Simultaneously with that, Sharp is updating its web site and social network pages to “reflect the energy of the campaign,” Viken added.
“The TV spots are meant to halo the Sharp brand as the flat-panel big screen TV leader, which we are, but will also play up the fact that we have 60-, 70-, 80- and now the new 90-inch television,” Viken said.
Sharp will come back with a second phase of the campaign in November and December using a coordinated TV, print (and possibly radio) effort aimed at big-screen holiday shoppers.
Sharp will also offer in-store displays in some accounts that will tie in with the TV spots.
“This is going to be extremely good for Sharp, and we think, for the entire industry to help drive big-screen TV sales,” Viken said.
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