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Marketing Strategy of Sharp Corp in Competitive LCD Market
The premise of the “more to two” theme was that, just as television was the most powerful storytelling tool (perhaps with a tip of the hat to cinema), Sharp’s Aquos product line offered the most advanced televisions, providing viewers with more clarity. Experience through its excellent color, detail and sound. One of the campaign’s five television spots showed people—a mother dressing her daughter, a man cooking, a movie theater audience—blindfolded—talking about their lives. A woman finally opened her eyes in an art museum in front of Victor Meireles’ painting Battle of Guararapes. A voice then said, “Sharp Aquos liquid crystal television. Suddenly there’s a lot to watch.” Some critics took exception to the implicit concept. Writing in Brandweek, Barry Janoff commented, “Taking the premise of the spot literally means that people can’t really see or appreciate their lives unless they have television to help them. And more than that, they won’t really value their own lives. Unless they Not trading in their normal TV for an Aquos. Of course, Sharp can’t tell people to turn off their TVs and go out and enjoy life.”
The message of “More to See” may be simplistic and even illogical, but the way the campaign’s focus was delivered was as innovative as Sharp’s LCD technology. The campaign was multifaceted; It was an example of interactive fiction in many ways, using a variety of elements—television spots, print ads, websites, and “alternate reality game” contests—to keep audiences engaged and involved in the campaign for months on end. Such a method was intended to counter the resistance consumers had built up after years of being bombarded with up to 30-second commercials, not to mention the ability of digital-video-recorder owners to skip commercials. The leading attempt at this type of promotion was the independent film The Blair Witch Project, which caused a stir in the media with hints that the film was a student documentary project that had gone too far. The curious were directed to the producer’s website, and a large number of people began debating among themselves whether the student filmmakers’ “found footage” was real or fake. When the low-budget film opened, it became a surprise hit in the summer of 1999, grossing an impressive $150 million in domestic box office sales.
Sharp engaged the services of Hackson Films, producers of Blair Witch, to help create the mystery story around which the “More to See” marketing campaign and contest would revolve. The resulting story was called “Legend of the Sacred Urns” and invited customers to solve the mystery of where an eccentric millionaire hid three precious urns. Three television commercials developing the plot, “The Key,” “The Pool,” and “The Tooth,” weaved a “cinematic mystery” in the words of Bill Dunlap of Shoot magazine, “set on a country estate, with a beautiful woman, an old man in a swimming pool, and a Volkswagen Karmann.” Careless driver in Ghia.” Marcus Robinson, writing for Boards magazine, offered his own summary of the setup: “A man, Peter Lindemann, is swimming in the pool of his large French chateau, and his young girlfriend is strolling down the street to meet her lover. Unfortunately, he is massaging a toothache and his The gaze is on the rear view, forcing him to swerve to avoid hitting her. He launches his red sports car into the pool.”
All the three places showed the same phenomenon from a different point of view. In “The Pool,” for example, a woman watches Lindeman swimming in a pool from a bedroom window when a car suddenly flies through the air and lands in the water. A Sharp television was then shown and its screen directed viewers to the campaign website, Moretosee.com. The site provided audio and visual clues and featured blogs, written by three characters involved in the search for three mysterious urns. Chat rooms were also available for people to think mystically together. Once viewers arrive at the website, they have the opportunity to learn more about LCD technology and Sharp’s Aquos line of televisions. Participants were also directed to other websites. The spots were directed by award-winning documentary filmmaker Errol Morris, whose credits include Gates of Heaven, The Thin Blue Line and Fast, Cheap and Out of Control.
Television spots began airing in September 2004 and have been shown on various network and cable programming, including ABC’s Monday Night Football and CBS’ 60 Minutes. The “More to See” campaign also included print ads executed by Wieden and Kennedy’s Amsterdam office, which tried to drive people to the website. After launching in the United States, “More to See” was rolled out to 18 other countries. In an ancillary component of the campaign, Sharp opened a storefront in New York City, where customers could experience the Aquos product line and where further clues were made available. The campaign lasted four months, during the critical holiday season, with pieces of the mystery emerging over time. In the end, Ken Floss of Ohio solved the puzzle and won the grand prize, an Aquas television and other home theater equipment.
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