Sony - "Whistle of Glory"

McKinney

McKinney Durham, United States

6887

Brand: Sony
Country: United States

Advertiser: Sony Corporation of America

Title	Whistle of Glory
Agency	McKinney
Campaign	Choose Your Ending - Bravia
Advertiser	Sony Corporation of America
Brand	Sony
Date of First Broadcast/Publication	2006 / 10
Product	Bravia LCD TV
Business Sector	TV, Hi-Fi, Video, Personal Stereo & Accessories
Tagline	The World's First Television For Men And Women
Philosophy	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.
Problem	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
Result	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
Media Type	Television & Cinema
Length	45 seconds
Executive Creative Director	David Baldwin
Art Director	David Hermanas
Copywriter	Keith Greenstein
Copywriter	Lara Bridger
Director	Frank Todaro
Production Company	Moxie Pictures
Editing Company	Deluxe’s Beast
Sound Design Company	Elias Arts
Music Company / Composer	Elias Arts
Group Creative Director	Jonathan Cude
Group Creative Director	Ellen Steinberg
Associate Creative Director	Keith Greenstein
Management Supervisor	Bill Ward
Account Executive	Chris Turney
Agency Producer	Naomi Newman
Interactive Designer	Scott Williford
Interactive Production Company	Razorfish
Editor	Paul Norling