Agency: Leo Burnett, Shanghai
SHANGHAI--Eager to reclaim territory in the high-end consumer electronics cateagory it has lost to Korea’s flat-screen TV star Samsung, Japan’s Sony has launched Bravia, a new range of LCD television sets, in China with a dynamic sky-surfing spot.
The film demonstrates the product’s core benefit, the high-resolution and vibrant TV display created through 3LCD technology, by capturing a stunt performed by world-renowned sky-surfing team. In addition to the colorful visuals communicating the quality of the picture, the spot features a trendy, affluent sport that Sony hopes will appeal to rich Chinese.
The commercial, running on national and local networks throughout China, is supported by print and outdoor ads through the end of the year. Creative was handled by Publicis Groupe’s Leo Burnett Worldwide, which also handles advertising in China for Sony’s Wega and Handycam brands. Media planning and buying was by ZenithOptimedia and point-of-sale materials were developed by Leo Burnett’s Arc Worldwide, both in Shanghai.
World's largest TV market
The spot was shot in Paris by award-winning French film director Louis-Pascal Couvelaire, famous for action-packed feature films like Sweat and Michel Vaillant. To achieve realistic footage, the cameraman skydived alongside the sky surfers for the shoot.
Sony has invested in “a huge global drive to reinforce its brand prowess in high-definition sets,” said Eric Lee, Burnett's group brand director in Shanghai. “Our campaign aims to communicate the products core attributes to the target, families with middle-to-high disposable income who value quality and are willing to pay more for an outstanding home entertainment experience.”
Sony is intent, he added, on leveraging its global brand in China, the world’s largest TV market with more than 400 million television sets, by tapping into the market’s rapid increase in spending power as well as the growing sophistication of the Chinese consumer.
According to a recent consumer electronics report by Global Sources, China’s consumer electronics industry is expected to hit $49.6 billion in sales this year and grow by more than 89% to reach $94 billion in 2007.