Sony Bravia
SONY ELECTRONICS
Chris Fawcett VP-Home Video
McKINNEY
David Griffith Dir.-Acct. Planning
John Newall Group Acct. Dir.
Bill Ward Acct. Dir.
Jonathan Cude Group Creative Dir.
Keith Greenstein Copywriter
David Hermanas Art Dir.
Josh Eggleston Producer
Lara Bridger Copywriter
THE WORLD’S FIRST TELEVISION FOR MEN AND WOMEN
Sony was caught flat-footed when the TV category shifted to flat
panel. An also-ran with no production capacity, Sony was forced
to produce Bravia on the same line as Samsung in its attempt
to overcome Sharp’s commanding lead. The campaign is about
winning share dominance and premium pricing through the power
of a big, category-preempting idea: “The World’s First Television
for Men & Women.”
Canon
CANON USA
Yuichi Ishizuka Sr. VP-Genl. Mgmt.
Tony Kano Dir.-Asst. Genl. Mgr.
Rick Booth Dir.-PR
Sue Turner Dir.-Mktg. Services
Joey Snyder Asst. Mgr. Mktg. Services
Rob Altman Asst. Mgr.-Camera Mktg.
GREY NEW YORK
Ken Levy Exec. VP
Rob Hofferman Sr. VP
Doug Kagan VP-Assoc. Creative Dir.
Tony Marchesani VP-Assoc. Creative Dir.
SHOOT LIKE A PRO
The entry-level digital SLR camera segment became highly
competitive because of the commoditization of technology, brand
proliferation and price pressure. Canon needed to establish a
market leadership position overcoming its significant price premium
over its nearest competitors. By creating a multiplatform communication program that leveraged Canon’s undisputed leadership
among professional sports photographers, the Canon Digital Rebel
achieved and sustained a market share of 50% in units, securing a
clearly dominant position in the segment.
