Global Brand Advertising Campaign Highlights Sharp's Leadership in Liquid Crystal Display Television

Business Wire, Sept 10, 2004

MAHWAH, NJ -- Comprehensive campaign in U.S. includes broadcast, print and on-line elements

Sharp Electronics Corporation, the U.S. sales and marketing subsidiary of Sharp Corporation, Osaka, Japan, is joining with Sharp subsidiaries abroad in conducting the largest brand advertising campaign in the company's recent history.

Targeted to sports, entertainment, design and technology enthusiasts, the campaign begins in the U.S. on Sunday, September 12 when the first of five commercials will be broadcast on high profile network and cable programming, including the NFL on FOX and CBS, 60 Minutes, ESPN and ABC's Monday Night Football on September 13.

Created on a global scale by the Amsterdam, New York and Tokyo offices of Wieden Kennedy, the campaign consists of five television commercials, magazine ads and a dedicated web site. "In addition to strengthening the overall image of the Sharp brand, the campaign will further solidify Sharp's leadership position in the rapidly expanding liquid crystal display television category," said Bob Scaglione, Senior Vice President of the Consumer Electronics Marketing Group of Sharp Electronics.

Liquid crystal display is Sharp's premier technology. It is at the core of many Sharp products and represents the company's commitment to innovation and creating one-of-a-kind products with unique user benefits. "As Sharp's leading LCD product, AQUOS(TM) liquid crystal display television is the logical focal point of the campaign," said Scaglione.

Based on the theme, "More to See," the campaign's premise, that television is today's most powerful storytelling device, communicates how AQUOS better helps people experience and see more of the world by delivering superior color, detail and sound. This concept is introduced throughout the month in 60- and 30-second versions of a commercial called "More to See." "As evidenced by AQUOS, Sharp has a culture of innovation, and Wieden Kennedy is working imaginatively to live up to the creative opportunities of this partnership," said W K partner and Tokyo-based co-executive creative director John Jay.

"More to See" is followed by a series of three commercials beginning in mid-October that offers different perspectives on the principal AQUOS attributes of superior color, detail and sound. These attributes are presented within the context of a fictional story of mystery and intrigue involving three protagonists. These commercials will be broadcast on Major League Baseball post-season and National Football League telecasts and both network and cable primetime entertainment and news programs.

In addition to the TV commercials, magazine advertising will promote AQUOS and drive consumers to the campaign web site "moretosee.com." The web site is designed to inform and educate consumers about the attributes and benefits of AQUOS as well as further expand upon the element of entertainment incorporated into the "Perspectives" commercials.

An additional creative and media element of the campaign is an aggressive on-line advertising component. Eye-catching media executions will generate attention on such leadership sites as Yahoo!, MSN, ESPN, Cnet and SportsLine.com.

The brand advertising campaign coincides with surging demand for flat panel televisions. Sharp offers the industry's largest assortment of liquid crystal display televisions with more than 50 models ranging from 13- to 45-inches. The industry-leading line of AQUOS LC-TVs combines more than 30 years of Sharp developments in liquid crystal display technology and more than 50 years experience in video imaging.

Sharp Electronics Corporation is the Mahwah, N.J.-based marketing and sales subsidiary of Japan's Sharp Corporation, a worldwide developer of the core technologies that are integral to shaping the next generation of home entertainment products, appliances, networked, multi-functional office solutions and mobile communication and information tools. Leading brands include AQUOS(TM) Liquid Crystal Televisions, 1-Bit(TM) digital audio products, SharpVision(R) projection products, Viewcam(R) camcorders, Carousel(R) microwaves, IMAGER(TM) digital multifunctional systems, Notevision(R) multimedia projectors, and the Zaurus(TM) mobile data terminal. Sharp Electronics Corporation employs approximately 2,000 people throughout the U.S. supporting more than 50 product lines.