St. Paul, Minn. — In an effort to promote its brightness enhancement technology for LCD TVs and to support LCD-TV brands employing the system, 3M launched its Vikuiti Brand Alliance Program today, with a full-page ads in the Wall Street Journal.
Initially, the strategic marketing campaign is highlighting Sharp’s AQUOS Liquid Crystal Television brand. Currently both Sharp and Philips use Vikuiti Display Enhancement Technology in LCD TVs, and both companies are supported on the Vikuiti.com Web site.
The site educates consumers to the benefits of LCD display technology and offers links to the sites of set maker partners.
The mission of the Vikuiti Brand Alliance is to raise consumer awareness of the benefits of LCD TVs, a category which, according to the Consumer Electronics Association, is expecting sales totaling $3 billion in 2005, up from $2 billion in 2004, 3M said.
Through the program, 3M said it is working closely with LCD TV manufacturers on joint marketing initiatives including advertising, promotions and Web-based activities.
“3M is committed to raising awareness of the benefits of LCD TVs not just because it’s a superior technology compared to other flat-panel TV’s, but because leading LCD-TV manufacturers are using 3M’s Vikuiti Display Enhancement Technology to achieve brighter TVs in real-life lighting conditions,” said Andy Wong, 3M’s optical systems division VP. “We are going to play an active role in educating consumers and building brand strength in markets we serve.”
3M launched a pilot test last December by investing in an online advertising campaign to generate awareness of Vikuiti.com. The company said the site registered nearly 750,000 hits in the first three months.
The company said it has expanded its relationship with Sharp by collaborating on a consumer promotion and additional advertising for the Sharp AQUOS line to coincide with the June buying season.
3M’s Vikuiti light-management technology uses proprietary micro-replicated and multilayer display enhancement films for applications in electronic displays, such as LCD televisions and notebook computers, and sophisticated lens systems for large-screen rear-projection consumer televisions.