Bravia Lcd Tv: "SONY THIN LCD" Promo / PR Ad by Gps Advertising

Category: Best Use of Magazines
Advertiser: SONY ISRAEL
Product/Service: BRAVIA LCD
Agency: GPS ADVERTISING
Date of First Appearance: Jul 9 2009 12:00AM
Entrant Company: GPS ADVERTISING, Tel Aviv, ISRAEL
Chief Creative Director: Ori Livny (GPS Advertising)
Art Director: Yulia Genkin (GPS Advertising)
Strategic Planner: Lev Mikulitski (GPS Advertising)
Chief Client Director: Mody Peri (GPS Advertising)
Media placement: Print Ad - "globes Top 100 Brands Index" - 09/07/2009

Results and Effectiveness

Sony's position as the leading brand in entertainment electronics was given a strong boost through its exposure in Israel's most influential marketing and advertising magazine: Globes top 100 brands index. This magazine and especially the 100 top brands issue is targeted to the leading executives and decision makers in Israel’s economy. The business outcomes were impressive: Sony sold out all the thin LCD screens in a few weeks. We have succeeded in creating a strong buzz in Israel's business elite and to retain Sony's positioning as the leading and most innovative brand in the market.

Creative Execution
The creative solution was to let our consumers experience in their own hands the main benefit of the new Sony screen: only 0.99 cm thin! The ad was published in Israel's top 100 brands index magazine, which is relatively thick, that allows us to make a unique use of the media, and show how thin the LCD is. We divided the ad to two separate ads. Our first ad headline: “Sony launches the world's thinnest LCD. How thin? Hold this page and turn to page 380”. The second ad headline: “Did you hold all of the pages together starting from page 141 up to this page? Now you know how thin our LCD is - only 0.99 cm” (we have measured that 239 pages away is equivalent to screen being 0.99 cm thin.)

Insights, Strategy & the Idea
Sony launched the world's thinnest LCD. The objective was to demonstrate in a unique and sophisticated way the product design. The ad was targeted to the upscale market, especially to consumers who search for the latest innovation in entertainment electronics. The unique insight was to let the consumers actually feel how thin the new LCD by Sony really is, in a sensory and innovative way. This solution increased the consumer involvement with the brand in a tangible way.