MAHWAH, N.J. — Sharp Electronics
unveiled plans for the launch of a new
brand-advertising campaign in support of
its forthcoming 2010 Aquos LED LCD
TVs, including those with the company’s
new proprietary Quattron quad-pixel
Sharp said the fully integrated campaign
will highlight Sharp’s exclusive Quattron
system, which adds a fourth color — yellow
— to the standard R-G-B full-color array
to introduce “never-before-seen colors”
to TV displays.
“This campaign is the culmination of
Sharp’s steadfast dedication to continue improving
picture quality for the best possible
viewing experience,” stated Bob Scaglione,
Sharp product and marketing group manager
and senior VP. “The new brand creative
uses a touch of humor as it urges consumers
to head to retail to see first-hand the
remarkable and lifelike colors of this new
TV series. We believe that this is one of the
biggest breakthroughs since color TV was
introduced, and when consumers see this
for themselves, they will understand.”
The Mcgarrybowen Advertising-developed
campaign will urge consumers to
come into a retail store to see the new Quattron
quad-pixel technology in order to experience
and understand the dramatic new
dimension it delivers to TV viewing.
The broadcast, print and online ads
will feature renowned “Star Trek,” “Heroes”
and “Sirius/XM Radio’s Howard
Stern Show” icon George Takei, playing
a Sharp engineer.
Broadcast, print and Web ads depict the
engineer marveling at the astonishing color
vibrancy he sees on the Aquos LED LCD
TV in front of him, “teasing the audience
who can’t see the stunning blues and yellows
on their three-color technology TV
screen,” Sharp said.
The campaign kicked off on March 18,
with print advertising in major newspapers,
including the Wall Street Journal and USA
Today, and continues in major magazines
including BusinessWeek, Entertainment
Weekly and Sports Illustrated.
Beginning March 20 a “teaser” TV commercial
will air that highlights the Sharp
engineer’s excited reaction to the new
Quattron quad-pixel technology, aiming to
spark viewer interest and driving viewers to
Sharp’s Web site to learn more.
A second commercial will follow, offering
a more in-depth explanation of the technology,
and additional campaign elements will
arise throughout the spring.
As for Sharp’s recurring sponsorship
with Major League Baseball, the company
told TWICE only that the new branding
effort behind the Quattron sets will be featured
“through local activations with teams,
but they won’t necessarily be tied into this
The ad budget for the LED effort “is in
the tens of millions of dollars,” the spokesperson
told TWICE, “and is consistent
with campaigns we’ve run in the past.”
Sharp said it will add a dedicated section
to a newly designed section of Sharp’s Web
site (www.sharpusa.com/aquos) to educate
viewers about Quattron technology.
An online advertising component is also
planned, with placements on consumer
Web sites as well as pre-roll videos and banners.
A social-media program will be added
later this spring.
Sharp said it will promote the new Aquos
series with local activations at retail and in areas
with a high amount of consumer traffic.
At retail, Sharp is working with retailers
to place interactive end caps on showroom
floors. The end caps will feature an image of
Takei and will present more in-depth information
on Quattron quad-pixel technology
in easy-to-understand terms, Sharp said.
Sharp will also take its 52-foot touring
tractor trailer truck setup, the Sharp Aquos
Experience, on a nationwide cruise throughout
the summer. The traveling showroom,
which will feature Aquos LED TVs in different
screen sizes, will hit retailers and major
sporting events around the country.