| Başlık | Whistle of Glory |
| Haftanın | McKinney |
| Kampanya | Choose Your Ending - Bravia |
| Reklamcı | Sony Corporation of America |
| Marka | Sony |
| İlk Yayınlanma Tarihi | 2006 / 10 |
| Ürün | Bravia LCD TV |
| Sektör | TV, Hi-Fi, Video, Personal Stereo & Accessories |
| Slogan | The World's First Television For Men And Women |
| felsefe | We positioned Bravia as The Worlds First TV for Men and Women. We pre-empted the category benefit of LCD flat panel TV (great performance in a big TV that looks good enough to hang in the living room) by tapping into an insight within the battle of the sexes: Men and women both agree that men care more about picture quality than style Women and men both agree that women care more about style than picture quality. We disarmed the retailers influence over brand choice by giving people a simple call to action: Show me that Sony TV for men and women. |
| Sorun | How do you regain market leadership when youre asking an 84% price premium to the leading brand for a product you make on the same line as your main competitor? Sharp Aquos held the LCD TV lead with a 25% share Late to the flat panel market, Sony was forced into a joint venture with Samsung to produce the Bravia People who go to the retailer unsure what to buy tend to go home with what the salesman wants to sell, while people who go in with a clear preference create a path of least resistance for the salesman to play into |
| Sonuç | The Worlds First Television for Men and Women campaign is credited with vaulting Sony to LCD TV leadership, more than tripling its share to over 30% of the market Blowing past both Sharp Aquos and Samsung The primary factor driving Sonys share price to 3-year highs |
| Medya Türü | Television & Cinema |
| Süre | |
| Yaratıcı Yönetmen | David Baldwin |
| Sanat Yönetmeni | David Hermanas |
| Reklam Yazarı | Keith Greenstein |
| Reklam Yazarı | Lara Bridger |
| Yönetmen | Frank Todaro |
| Prodüksiyon Şirketi | Moxie Pictures |
| Editing Şirketi | Deluxe’s Beast |
| Ses Tasarım Şirketi | Elias Arts |
| Müzik Şirketi | Elias Arts |
| Grup Yaratıcı Direktörü | Jonathan Cude |
| Grup Yaratıcı Direktörü | Ellen Steinberg |
| Yaratıcı Yönetmen Ortağı | Keith Greenstein |
| Management Supervisor | Bill Ward |
| Müşteri Temsilcisi | Chris Turney |
| Ajans Prodüktörü | Naomi Newman |
| İnteraktif Tasarımcı | Scott Williford |
| İnteraktif Prodüksiyon Şirketi | Razorfish |
| Editör | Paul Norling |
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SEE ALLSecret Identity
- MARKA:
- Southwest Airlines
- HAFTANIN:
- GSD&M
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- MARKA:
- Southwest Airlines
- HAFTANIN:
- GSD&M