Electronics

TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc. Electronic devices may be aimed at consumers or businesses.

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The World's First Television For Men and Women

Sony was caught flat-footed when the TV category shifted to flat panel. An also-ran with no production capacity, Sony was forced to produce the Bravia on the same line as Samsung in its attempt to overcome Sharp's commanding lead. This is about winning share dominance and premium pricing through the power of a big, category-preempting idea: The World's First Television for Men & Women.


Brand: Sony Bravia
Client: Sony Electronics, Inc.
Agency: McKinney

Shoot Like a Pro

The entry-level digital SLR camera segment became highly competitive due to commoditization of technology, brand proliferation and price pressure. Canon needed to establish a market leadership position in the face of a significant price premium vs. its nearest competitors. By creating a multiplatform communication program that leveraged Canon's undisputed leadership among professional sports photographers, the Canon Digital Rebel achieved and sustained a market share of 50% in units , securing a clearly dominant position in the segment.


Brand: Canon
Client: Canon USA, Inc.
Agency: Grey New York

Make Every Shot a PowerShot

Canon enjoyed a strong brand reputation in the analog camera world, yet as the category moved digital Canon's competition intensified. Being a reliable, high quality brand was no longer enough, particularly in a maturing category. Canon PowerShot had to transform from being a solid performer to become a starbrand. Canon PowerShot partnered with emerging tennis star Maria Sharapova to add star power. Since the campaign launch, Canon has solidified its status as the clear market leader.


Brand: Canon PowerShot
Client: Canon USA, Inc.
Agency: Dentsu America

2019_us_2019_e-3920-293_hero_1 LG Electronics What's It Gonna Take?
2019_us_2019_e-3973-046_hero_1 PlayStation PlayStation VR: Pioneering a New Reality
2019_mn_2019_104_hero_1 Samsung Samsung sold more smartphones this Ramadan
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