The idea is to educate consumers about the intricacies of HD. And why they should buy. Indeed, according to recent research, only 59% of buyers have heard the term ‘HD Ready’ and only 13% know about ‘Full HD 1080’, so there’s work to be done. And that work will be undertaken via TV/cinema advertising, in-store branding, an online PR campaign, a dedicated HD Flash microsite and a ‘Guide to HD’ DVD.
And the blogging community are being chased too, with audio and behind the scenes footage of Sony’s new campaign being offered to bloggers and ‘key websites’ to fuel conversation about the ads. According to James Kennedy, MCE general manager: “Full HD represents the future of film, television and gaming and yet we’re finding that consumers are still unsure when it comes to understanding the relevance of key components such as HD1080 or Blu-ray Disc. As pioneers of, and market leaders in HD technology, Sony is ideally placed to help consumers better understand the intricacies and fantastic imagery of High Definition.”
And also, it’s the company with the most to lose.
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By Dave Walker | July 10th, 2007