New York - Sharp Electronics has launched today an advertising and marketing campaign for its 70-inch LED LCD TV.
Calling it "Big is Too Small a Word" the campaign backs what Sharp claims is currently the largest LCD TV on the market in the U.S. Sharp did not release the ad and marketing budget numbers for the campaign.
The broadcast ads will appear between May 27 and July 4 on national broadcast and cable programming that includes top-tier sports events (NBA Playoffs, NHL Stanley Cup, NASCAR, Major League Baseball and the U.S. Open), as well as on cable mainstays such as Discovery Channel and History Channel. Print ads will appear in national news publications from the campaign's launch date through August.
Online advertising will run from the campaign's launch throughout the summer and include banner ads on tech-oriented Web sites such as cnet, Gizmodo and Engadget, as well as on entertainment and retail sites including BestBuy.com and search sites like Google and Yahoo. The campaign will be very visible on Sharp's Web site
Sharp's chief marketing officer Bob Scaglione said in a statement that the campaign is designed to reach its target demographic of males aged 35 to 54.
In-store activation of the campaign will keep Sharp's 70-inch class (69.5-inches diagonal) TV in consumers' faces right up to the point of purchase. Elements include in-store television network ads, sidewalk signs, 70-inch class TV graphic panels attached to floor models, end cap displays and a one-page circular that is customized to individual retail chains or stores.
Each of the ads and marketing elements feature graphics of a man with one of the new 70-inch TV models positioned at shoulder level, and with his head displayed extra large across the entire screen, the company said.
Key copy features whimsical made-up words including "Spectacularge," "Viewmongous" and "Magnormous" to describe the large screen viewing experience it delivers.
Sharp will also give consumers a chance to put their own faces and made-up big words in "mock ads" that can be shared with friends via the Sharp AQUOS
). A simple interface will allow for the uploading of photos and words into the format of the original Sharp ads. Once the piece is completed, all of the user's Facebook friends will receive a notification that will allow them to vote for their favorite big word and create their own. Creators of the words with the most votes will win a 70-inch Sharp TV.