What Network Is The Monday Night Football Game On Marketing Strategy of Sharp Corp in Competitive LCD Market

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Marketing Strategy of Sharp Corp in Competitive LCD Market

The premise behind the “More to See” theme was that just as television was the most powerful storytelling device (with a tip of the hat to cinema), the Sharp Aquos product line offered the most advanced televisions to deliver the most vivid to viewers. experience through its color, detail and superior sound. In one of the five television channels of the campaign, it is shown that people – a mother is dressing her daughter, a man is cooking, the audience in a cinema with closed eyes are talking about their lives. Finally, a woman opened her eyes in an art museum in front of Victor Meirelles’s painting The Battle of Guararapes. Then a voice said, “Sharp Aquos LCD TV. Suddenly seeing other things.” Some critics took exception to the original concept. Barry Janoff wrote in Brandwick: “The bottom line is that people can’t really see or value their lives unless there’s a TV to help them. And more than that, they don’t really value their lives. unless they switch their regular TVs to Aquos. Of course, Sharp can’t tell people to turn off their TVs and enjoy life.”

The “More to See” message may be simplistic, even illogical, but the delivery method at the heart of the campaign was as innovative as Sharp’s LCD technology. The campaign was more than multifaceted; it was in many ways the epitome of interactive fiction, using a variety of elements—TV spots, print ads, websites, and an “alternate reality game” contest—to attract an audience and keep it in the campaign for months. Such an approach was to counter the resistance that consumers had experienced after years of being bombarded with commercials of up to 30 seconds, not to mention the ability of digital-video-recorder owners to skip commercials. A pioneering attempt at this type of promotion was the independent film The Blair Witch Project, which was fueled by hints in the media that the film was a student documentary project gone horribly wrong. Onlookers were directed to the producer’s website, with many debating whether the “found footage” of the student filmmakers was real or fake. When the low-budget film opened, it became a surprise summer 1999 hit, grossing $150 million at the domestic box office.

Sharp has enlisted the services of Blair Witch producers, Haxan Films, to create a mystery story around which the “More to See” marketing campaign and contest will take place. The resulting story was called The Legend of the Sacred Urns, and consumers were challenged to uncover the secret of where an eccentric millionaire hid three valuable urns. The three TV commercials that developed the storyline—The Key, The Pool, and The Teeth—wove, in the words of Shoot magazine’s Bill Dunlap, a “cinematic mystery” set “on a country estate, involving a beautiful woman, a man an adult in a swimming pool and a reckless driver in a Volkswagen Karmann Ghia.” Marcus Robinson, writing for Boards Magazine, offered his summary of the setting: “A boy, Peter Lindemann, is swimming in the pool of his large French mansion, and his teenage girlfriend wanders in on her way to meet her lover. Unfortunately, she is massaging her toothache and his eyes looking back, which forces him to move to avoid hitting her. He ends up driving his red sports car into the pond.”

All three points showed the same event from a different point of view. For example, in the movie “Pool”, a woman was watching Lindeman swim in the pool from the bedroom window, when suddenly the car flew in the air and landed in the water. Then a Sharp TV was shown and on its screen viewers were directed to the campaign website Moretosee.com. The site offered audio and visual clues and blogs purportedly written by the three characters involved in the hunt for the three mysterious urns. Chat rooms were also available for people to ponder mysteries together. When viewers were on the website, they had the opportunity to learn more about LCD technology and the Sharp Aquos TV line. Participants were also directed to other websites to reveal symptoms. The plans were directed by award-winning documentary filmmaker Errol Morris, whose credits include Heaven’s Gate, The Thin Blue Line and Fast, Cheap and Out of Control.

The telecast aired in September 2004 and was featured on various network and cable programs, including ABC’s Monday Night Football and CBS’ 60 Minutes. The “More to See” campaign also included print ads run by the Amsterdam office of Wieden & Kennedy, which also tried to drive people to the website. After launching in the United States, “More to See” was distributed in 18 other countries. As part of the campaign, Sharp opened a store in New York where consumers could experience the Aquos product line and where additional tips were available. The campaign ran for four months, during the important holiday season, and parts of the mystery were revealed over time. In the end, Ken Floss of Ohio solved the puzzle and won the grand prize, an Aquos TV and other home theater equipment.

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