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.
In 2005, Kodak needed to drive revenue and update its brand image but had no new product news to do so. Instead, by leveraging a previously unrecognized consumer insight relating to an existing product, advertising helped Kodak update its brand image and increase sales greater than market growth to bridge the gap until new product news and a brand transformation campaign were ready.
Client: Eastman Kodak Company
Agency: Ogilvy & Mather
LG Mobile Phones Fashion Campaign
When LG entered the U.S. cell phone market in early 2004, the market was slowing and the target audience of 18-24-year olds, was difficult to reach. Knowing that this group could be motivated by a sense of being "in the know," the creative turned LG handsets into "the mobile phone to know," both in communication messaging and touch points. The campaign resulted in more than a 40% increase in revenue, 60% increase in unit sales and a significant increase in brand awareness and differentiation.
Brand: LG Electronics
Client: LG Electronics MobileComm USA
Emotion in Motion
This campaign was meant to re-ignite relevance and value in the camcorder category, stop the industry slide and reverse Sony's unit declines by reminding consumers of the nuance and emotion that can only be captured through moving video. The ad message focused on the ease of capturing and sharing memories, while the promotion component enhanced this message by supplying DVD mailers for easy sharing. The effort exceeded business objectives.
Brand: Sony Handycam
Client: Sony Electronics Inc.
Agency: Bagby and Company