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 the fall of 2000 the handheld computer category was defined and owned by one mane Palm. handspring, as the only startup in the mix, was fighting for a distant second place amongst pack of established consumer electronics brands such as Sony, Compaq, Casio and HP. The goals for the "Visor IS" campaign were to break out of the second place pack and establish a distinct personality for Visor. the campaign exceeded all of our expectations, making Visor one of the fastest selling consumer electronics devices in history and establishing the Visor brand as a fresh alternative to the completion.
Brand: Handspring Visor
Agency: Leo Burnett USA
A Place Called Sony
The Sony Wega "A Place Called Sony" campaign reasserted Sony's leadership position in the premium color television category by establishing strong Brand Value that elevates Wega above the commoditized category and justifies its premium price with consumers. The campaign built an emotional bond between Wega and the Gen E target, those with an extra entertainment chromosome. It honored the strong connection they have with home entertainment and leveraged Wega's state-of-the-art technology in a way that was emotionally relevant. "A Place Called Sony" presented Sony Wega not only as a quality television, but as a portal to a Zone for Extraordinary Entertainment Experiences -- a means to escape...to "A Place Called Sony."
Brand: Sony Wega
Client: Sony Electronics Inc.
Agency: Young & Rubicam New York
Catalyst of Fun
With the future of Kodak in the hands of today's youth, the "Catalyst of Fun" effort was designed to change the image and perceptions of the Kodak brand for Tweens. By identifying a unique and differentiating strategy that redefined the role of the camera for this target, the campaign successfully shifted the image of Kodak in Tweens' minds from "my parents' brand" to "my brand," and increased their brand preference nearly 20% in just 6 months.
Brand: Kodak Max
Client: Eastman Kodak Company
Agency: Saatchi & Saatchi