Sharp Electronics
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Case Study
The Situation
- In the US market Sharp has been equated with value and reliability rather than innovation or design.
- Parent company commits to global brand strategy focusing on high-tech, high-style image and high-profit product emphasis.
- How to use products to drive a more upscale and relevant brand image?
The Plan
- Launch editorial stylist and TV placement outreach
- Leverage and merchandise advertising partnerships
- Develop home design program to support Sharp Aquos LCD TV
- Create style, cultural and entertainment sponsorship opportunities
Develop Cultural Tie-ins
- Link brand with upscale cultural and entertainment events:
- La Boheme on Broadway
- Premiere sponsor of 2002 Fashion Week in NYC
- Focus on Corporate Image Outreach
- Begin non-product newsflow to key business and technology media
- Pitch feature stories on Sharp’s research and development prowess as well as knowledge of consumer and cultural trends
- Reinforce image of innovation by focusing on current and future technologies and design methods
Results
- Corporate coverage in the Financial Times, BusinessWeek, Reuters, Bloomberg
Breakthrough 8-page spread in Cosmopolitan illustrating the fusion of high-tech/high-style elements of the AQUOS. Additional product coverage in InStyle, New York Times, Gotham and “The View.”