Adding a New Dimension to Marketing

Now today I have brought you a new World Cup themed ad campaign with a unique difference…

I’d like to introduce you to Sony’s 3D TV ad campaign that will grace our screens 11 June. The ad is scheduled to coincide with the with the World Cup’s opening match between South Africa & Mexico, conveniently the Sony 3D TV’s will go on sale the day after! (12 June). This is an excellent example of how to best plan your timing, to enhance the impact of the ad message. The product now serves a purpose other than replacing an old TV, it will give the viewer the best World Cup experience! (well that is at least what Sony hopes you believe)

The TV campaign, created by ad agency Anomaly, displays a number of striking clips in between a football game being played. The montage of strong, punchy images creates a dramatic and interesting experience for the viewer, which subconsciously stirs emotions felt during a football game (such as the heighted intensity when a goal is to be scored, the intense interest when a pivotal tackle is happening etc.). The ad is shot in a fuzzy ‘fake 3D’ to generate more interest into the new Sony 3D TV product range. During the ad Sony tells the viewer “not to adjust your set” and suggests that “maybe it’s time to buy a 3D TV” – A very witty & humourous message, that is also very to the point!

I think that this ad will be very effective at capturing the target audience’s attention. I believe that a lot of men, in particular, will watch the ad and feel very excited about the games that are to follow. This excitment is likely to lead them on to buy a new 3D TV, as they will not want to feel deflated at the prospect of watching the World Cup on a normal 2D screen, after Sony has told them all about the potential of 3D TV! This type of advertising focuses heavily on making the new upgrade seem very eletist, similar to Sky’s HD, suggesting that you are missing out if you do not have the latest advance in technology.

To get a sneak peak of this new ad simply follow the link below to Media Guardian:

http://www.guardian.co.uk/media/video/2010/may/21/sony-3d-tv-ad

Have a wonderful day,

Author: Chakraborty

Dr Chakrabarty is the Chief Innovation Officer of IntuiComp TeraScience. Earlier she was Assistant Professor of Delhi University, a QS ranked university in India. Before that she has held research positions in IIT Mumbai, IIT Chennai and IISc Bangalore. She holds 2 patents and over 20 research publications in her name which are highly cited. Her area of research is in smart technologies, integrated devices and communications. She also has a penchant for blogging and is an editor of Business Fundas.