Sharp Electronics Corporation has launched its “Big is Too Small a Word” integrated advertising and marketing campaign in support of its new 70-inch class (69.5-inch diagonal) LED LCD TV.
The campaign includes broadcast, print and online spots with social media and point-of-sale elements.
The 70-inch class model is currently the largest LCD TV on the market in the U.S., according to Sharp. Each of the ads and marketing elements feature graphics of a man with one of the new 70-inch TV models positioned at shoulder level, and with his head displayed extra large across the entire screen. Key copy features made-up words including “Spectacularge,” “Viewmongous,” and “Magnormous,” meant to describe the large screen viewing experience.
“Buying a big TV is an emotional purchase for our customers. Owning one gives them a sense of achievement and status, and puts them and their domain in the center of the action,” said Sharp Electronics chief marketing officer, Bob Scaglione. “Big really is too small a word to describe our TVs, so we created our own lexicon. With eye-catching graphics and a light hearted approach, we are confident this campaign will cut through the clutter and resonate with consumers.”
The broadcast ads will appear between May 27 and July 4 on national broadcast and cable programming that includes top-tier sports events (NBA Playoffs, NHL Stanley Cup, NASCAR, Major League Baseball and the U.S. Open), as well as on cable mainstays such as Discovery Channel and History Channel. Print ads will appear in national news publications from the campaign’s launch date through August.
Online advertising will run from the campaign’s launch throughout the summer and include banner ads on tech-oriented websites such as Cnet, Gizmodo and Engadget, as well as on entertainment and retail sites including BestBuy.com and search sites like Google and Yahoo. The campaign will also be visible on Sharp’s Web site SharpUSA.com.