Facing stiff competition from rival brands like Samsung and Panasonic, Sony has launched a new line of high-resolution LCD televisions called Bravia, which company heads hope will provide better value for money than the smaller flat-screen products pushed by rivals.
Developed by Leo Burnett Shanghai, the accompanying campaign is spearheaded by a TVC, which focuses on the high picture definition, quality and vibrancy of the colours. Shot in France, the ad shows a sky surfer leaping from an aircraft, and performing a number of aerial manoeuvres. The sky surfer is dressed in a bright red jumpsuit, which contrasts against the green of the land and the blue of the sky.
"When we came up with the concept, we decided the most important point was to demonstrate the beautiful colour of the TV set," said Eric Lee, group brand director Burnett Shanghai.
"On one hand we needed to have good quality colour reproduction, and on the other hand we wanted to give people a dynamic leadership feeling about the brand."
The campaign has been launched across China, with the TVC appearing on national broadcaster CCTV and other local channels. It is supported by print, outdoor, POS and some online.
Recent media reports have suggested Sony's CRT television line is struggling to remain competitive in the face of growing competition from other brands. As a result of its troubled consumer electronics business, the brand is expected to cut as many as 10,000 jobs globally by 2008.
Interbrand's Top 100 Global Brands report for 2005, found that Sony's brand value has shrunk by 16 per cent, and during the first fiscal quarter its consumer electronics business suffered a US$330 million dollar loss.
But Sony China senior manager of advertising and product branding Rosa Hung said the China market -- although more competitive -- has remained stable for the electronic giant.
