| Заголовок | Whistle of Glory |
| Агентство | McKinney |
| Кампания | Choose Your Ending - Bravia |
| Рекламодатель | Sony Corporation of America |
| Бренд | Sony |
| Дата первой трансляции/Публикации | 2006 / 10 |
| Продукт | Bravia LCD TV |
| Бизнес сектор | ТВ, Hi-Fi, видео, персональные стерео и аксессуары |
| Слоган | The World's First Television For Men And Women |
| философия | 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. |
| Проблема | 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 |
| Результат | 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 |
| Тип медиа | Телевидение и кино |
| Длина | |
| Исполнительный креативный директор | David Baldwin |
| Арт-директор | David Hermanas |
| Копирайтер | Keith Greenstein |
| Копирайтер | Lara Bridger |
| Директор | Frank Todaro |
| Продакшн Студия | Moxie Pictures |
| Редакционная компания | Deluxe’s Beast |
| Звуковой дизайн компании | Elias Arts |
| Музыкальная компания / Композитор | Elias Arts |
| Креативный директор группы | Jonathan Cude |
| Креативный директор группы | Ellen Steinberg |
| Ассоциированный креативный директор | Keith Greenstein |
| Management Supervisor | Bill Ward |
| Делопроизводитель | Chris Turney |
| Продюсер агентства | Naomi Newman |
| Интерактивный дизайнер | Scott Williford |
| Интерактивная Продакшн Студия | Razorfish |
| Редактор | Paul Norling |
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