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 technology.
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 specific campaign.”
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 (
) 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.