TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc. Electronic devices may be aimed at consumers or businesses.
A Place Called Sony
The Sony Wega "A Place Called Sony" campaign reasserted Sony's leadership position in the premium color television category by establishing strong Brand Value that elevates Wega above the commoditized category and justifies its premium price with consumers. The campaign built an emotional bond between Wega and the Gen E target, those with an extra entertainment chromosome. It honored the strong connection they have with home entertainment and leveraged Wega's state-of-the-art technology in a way that was emotionally relevant. "A Place Called Sony" presented Sony Wega not only as a quality television, but as a portal to a Zone for Extraordinary Entertainment Experiences -- a means to escape...to "A Place Called Sony."
Brand: Sony Wega
Client: Sony Electronics Inc.
Agency: Young & Rubicam New York
Catalyst of Fun
With the future of Kodak in the hands of today's youth, the "Catalyst of Fun" effort was designed to change the image and perceptions of the Kodak brand for Tweens. By identifying a unique and differentiating strategy that redefined the role of the camera for this target, the campaign successfully shifted the image of Kodak in Tweens' minds from "my parents' brand" to "my brand," and increased their brand preference nearly 20% in just 6 months.
Brand: Kodak Max
Client: Eastman Kodak Company
Agency: Saatchi & Saatchi
In a category where everybody talked "power," a whole new approach was needed to launch Energizer e2, a completely new super-premium battery. The advertising captures the power of the human spirit, now available in a battery. The campaign helped propel Energizer e2 to a significant share position after just weeks on air, far surpassing goals.
Brand: Energizer e2
Agency: DDB Chicago