The brand has launched the first phase of its HK$10 million (US$1.3 million) marketing campaign, revolving around its HD LCD TV and the Plasma Flat Panel products, and handled by ADK.
With key rivals Sony, Philips, Sharp and Samsung stepping up their activity, ADK chief operating officer Larry Yip pointed out that “the objective of the campaign is to make sure that consumers are well prepared for the HDTV viewing era.”
With key rivals Sony, Philips, Sharp and Samsung stepping up their activity, ADK chief operating officer Larry Yip pointed out that “the objective of the campaign is to make sure that consumers are well prepared for the HDTV viewing era.”
“We think lots of other brands are doing educational promotion, so we chose to focus on the products in our campaign,” he added. “Our challenges is how to attract the mass market especially the male buyers who are AV buffs”.
Accordingly, the 30-second TVC uses an episodic creative concept. The ‘Genesis’ episode captures professional acrobats in action within a surreal atmosphere to highlight HD broadcasting quality.
The campaign includes a TVC on TVB Jade, print ads in major newspapers and magazines, along with outdoor executions on trains and throughout the city.
The next phase of new product launch will be the Blu-ray disc and will expand to a more diverse media mix around Christmas and New Year, which is the peak shopping season for AV products.