Media: Strategy Analysis - HD-television restores Sony to glory.(OMD UK and Fallon London gets contract from Sony Corp.)

 
Brand: Sony Bravia TV 
Client: Sony 
Brief: Launch the high-definition TV and restore Sony's premium 
brand-leader status 
Target audience: Digital influencers 
Budget: Undisclosed 
 
AGENCIES 
Media: OMD UK 
Creative: Fallon 
Online: OMD Digital 
PR: In-house 
Poster buying: Posterscope 

Brand differentiation and 'premiumness' in the TV market have been in decline, with consumers taking advantage of cut-price competition. Sony, however, has managed to reassert its premium brand-pioneer status, with developments in high-definition television.

The agency identified two audience types: 'digital influencers', the techies in social circles; and the affluent, design-savvy and larger grouping of 'entertainment enthusiasts'.

OMD aimed to increase brand advocacy among the former, and engage the latter with Sony's 'colour like no other' pitch.

EXECUTION

- Hype: The new commercial involved eschewing CGI, with 250,000 coloured balls dropped down a San Francisco hill street, causing a stir online. OMD set up www.braviaadvert.com, a blog 'seeding' site with behind-the-scenes video, stills and games. Visitors could create their own content using the Sony Bravia TV's imagery and music, proving a hit with 'digital influencers'.

The strategy, in five European markets, secured more than 1.8 million ad views and 17,000 blog postings.