Marketing Strategy of Sharp Corp in Competitive LCD Market

The premise of the “More to See” theme used to be that, simply as tv used to be probably the most robust storytelling software (with in all probability a tip of the hat to cinema), Sharp’s Aquos product line introduced probably the most complex televisions, offering audience with a extra brilliant revel in thru its awesome colour, element, and sound. One of the marketing campaign’s 5 tv spots confirmed people-a mom dressing her daughter, a person cooking, an target audience at a film theater-going about their lives with their eyes closed. Finally a lady opened her eyes in an artwork museum in entrance of Victor Meirelles’s portray Battle of Guararapes. A voice-over then mentioned, “The Sharp Aquos liquid crystal tv. Suddenly there is extra to look.” Some critics took exception to the underlying idea. Writing in Brandweek, Barry Janoff commented, “Taking the spot’s premise actually method to suggest that folks cannot in reality see or respect their lives until tv is there to assist them. And, extra so, they would possibly not actually price their very own lives until they business of their unusual TVs for an Aquos. Of direction, Sharp cannot inform humans to get out and revel in existence by way of turning off their TVs.”

The message of “More to See” will have been simplistic or even illogical, however the approach wherein the center piece of the marketing campaign used to be delivered used to be as leading edge as Sharp’s LCD generation. The marketing campaign used to be greater than multifaceted; it used to be in some ways an instance of interactive fiction, the usage of the other elements-television spots, print advertisements, web sites, and an “change truth sport” contest-to interact the target audience and stay it concerned within the marketing campaign for months on finish. Such an way used to be supposed to counteract the resistance that buyers had constructed as much as 30-second ads after years of being bombarded by way of them, to not point out the facility of digital-video-recorder house owners to skip over ads. The pioneering effort in this sort of promotion used to be the unbiased movie The Blair Witch Project, which created a buzz by way of losing hints within the media that the movie used to be a scholar documentary undertaking that went horribly awry. The curious have been resulted in the manufacturer’s website online, and a lot of humans started to discuss amongst themselves whether or not the “discovered photos” of the scholar filmmakers used to be actual or pretend. When the low-budget movie opened, it turned into the marvel hit of the summer time of 1999, producing an excellent $150 million in home box-office gross sales.

Sharp engaged the products and services of the Blair Witch manufacturers, Haxan Films, to assist create the thriller tale round which the “More to See” advertising marketing campaign and contest would revolve. The ensuing story used to be referred to as “Legend of the Sacred Urns,” and customers have been invited to resolve the thriller of the place an eccentric millionaire had hidden 3 prized urns. The 3 T.V. ads that advanced the storyline-“The Key,” “The Pool,” and “The Tooth”-weaved a “cinematic thriller,” within the phrases of Shoot mag’s Bill Dunlap, “set in a rustic property, involving an attractive girl, an older guy in a swimming pool and a slipshod motive force in a Volkswagen Karmann Ghia.” Marcus Robinson, writing for Boards Magazine, introduced his personal abstract of the setup: “A man, Peter Lindeman, is swimming within the pool of his giant French chateau, and his babe female friend wanders out at the street to satisfy her lover. Unfortunately, he is massaging a toothache and had his eyes at the rear view, which forces him to swerve to keep away from hitting her. He finally ends up launching his crimson sports activities automotive into the pool.”

All 3 spots confirmed the similar incident from a unique viewpoint. In “The Pool,” for instance, a lady from a bed room window watched Lindeman swimming within the pool when a automotive all at once flew during the air and landed within the water. A Sharp tv used to be then proven, and on its display screen audience have been directed to the marketing campaign’s website online, Moretosee.com. The web site supplied audio and visible clues, and featured blogs, purportedly written by way of the 3 characters engaged looking for the 3 thriller urns. Chat rooms have been additionally to be had for humans to contemplate the thriller in combination. Once audience have been on the website online, they needed to alternative to be informed extra about LCD generation and Sharp’s Aquos line of televisions. Participants have been additionally directed to different web sites to discover clues. The spots have been directed by way of award-winning documentary filmmaker Errol Morris, whose credit incorporated Gates of Heaven, The Thin Blue Line, and Fast, Cheap, and Out of Control.

The tv spots started airing in September 2004 and have been proven on a number of community and cable programming, together with ABC’s Monday Night Football and CBS’s 60 Minutes. The “More to See” marketing campaign additionally incorporated print advertisements, achieved by way of Wieden & Kennedy’s Amsterdam workplace, that still tried to power humans to the website online. After beginning within the United States, “More to See” used to be rolled out to 18 different nations. In an ancillary part of the marketing campaign, Sharp opened a storefront in New York City, the place customers may revel in the Aquos product line and the place additional clues have been made to be had. The marketing campaign ran for 4 months, during the crucial vacation season, with bits of the thriller parceled out over the years. In the tip, Ken Floss of Ohio solved the puzzle and gained the grand prize, an Aquos tv and different house theater apparatus.