Sharp turns on integrated effort highlighting TV technology

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Sharp Electronics is rolling out an integrated campaign to support its upcoming Aquos line of televisions. The company's agency of record, McGarryBowen, created the effort, which has e-mail, display, online video, paid search, social media, print and TV elements. The initiative's digital portions will launch March 20.

The campaign creative highlights the TV line's technology, especially its ability to add yellow as a fourth color to the traditional RGB format.

“We are introducing a whole new technology that shows you colors you have never seen before on television,” said Neal Lattner, senior marketing and advertising director at Sharp Electronics.

The company will send e-mails to 1 million Sharp TV owners to promote the line of television sets. Sharp is also working with retailers to place interactive displays on their showroom floors with information about the technology.

All campaign creative encourages consumers to visit a newly designed section of Sharp's Web site with information about the technology. The TV line will debut next month and the campaign will run through the end of June

Sony is targeting adults ages 25 to 54 with incomes of $75,000-plus, who love entertainment and technology.

“These people are shopping for a second TV or are ready to change out their first LCD TV,” said Lattner.

On the Web, Sharp is using display ads and video ads on Hulu.com, as well as behavioral and contextual buys across ad networks. Sharp has used its social media pages to tease the technology among fans.

The effort's tagline is “You have to see it, to see it.” The spots feature Star Trek actor George Takei portraying a Sharp engineer who is impressed with the picture.

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