Sony’s HDTV-Only Advertising Hope
Joins with Twentieth Century Fox and Philips for 30-second U.S. for pre-Xmas Blu-Ray push. No PS3 content!
Sony and its partners are getting behind a perceived Achilles' Heel of the PS3 – its expensive Blu-Ray HD format – with an advertising push aimed at HDTV owners... in the Unites States.
U.S. media scrutineer, AdWeek, is reporting that Sony, along with Panasonic, Philips, Pioneer, Sony, Twentieth Century Fox and Warner Bros, is co-funding, and running, a Blu-Ray on high-def channels such as HDNet, Discovery HD Theater and INHD. The ad will not appear on Standard Def channels.
The mag maintains that the ad will feature movie scenes, animation and surround sound to highlight Blu-ray content, recording and storage capabilities. There is no mention of game screens or play in action, however.
It continues:
Ok, so that'll be why it's the format of choice for PS3 then? Or is this yet another illustration of a right-corporate-hand not knowing what the left is up to?
Included in the report is the fact that Toshiba and other HD-DVD (the format that seeks to VHS Sony’s Betamax) stakeholders are not following suit. HD-DVD’s advertising is said to kick of next spring when it is believed (hoped?) more high-def owners will be ready to buy.
U.S. media scrutineer, AdWeek, is reporting that Sony, along with Panasonic, Philips, Pioneer, Sony, Twentieth Century Fox and Warner Bros, is co-funding, and running, a Blu-Ray on high-def channels such as HDNet, Discovery HD Theater and INHD. The ad will not appear on Standard Def channels.
The mag maintains that the ad will feature movie scenes, animation and surround sound to highlight Blu-ray content, recording and storage capabilities. There is no mention of game screens or play in action, however.
It continues:
“The ad targets early adopters via "the right side of the brain that experiences emotion and makes them want to buy and the left side that gives techno-geeky factoids that they thrive on," said Steve Martin, svp, executive creative director at Austin, Texas-based SicolaMartin. The campaign's theme is "Experience Blu."
”Martin identified the ideal Blu-ray consumer as a 34-year-old father in the $100,000 income bracket.”
”Martin identified the ideal Blu-ray consumer as a 34-year-old father in the $100,000 income bracket.”
Ok, so that'll be why it's the format of choice for PS3 then? Or is this yet another illustration of a right-corporate-hand not knowing what the left is up to?
Included in the report is the fact that Toshiba and other HD-DVD (the format that seeks to VHS Sony’s Betamax) stakeholders are not following suit. HD-DVD’s advertising is said to kick of next spring when it is believed (hoped?) more high-def owners will be ready to buy.
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Comments
SPInGSPOnG 20 Nov 2006 15:27
1/3
”Martin identified the ideal Blu-ray consumer as a 34-year-old father in the $100,000 income bracket.”
And this in a country where the average per capita personal income is $34,586.
Aiming at 34 year olds of a single sex, with children, who earn over $100K is aiming firmly at 1/100th of one percent of the population.
So highly focused marketing, or just plain f*ckwitted?
If they manage to convert 3% of this target market to buying a BluRay device, that will be a whole 900 sales. Well worth the $25million they just pissed away in Madison Av.
Joji 20 Nov 2006 15:32
2/3
People won't bite until they put out these players and they drop in price. Until then only the early adopters will jump on with PS3.
Then we have to wait ages until they get to be recordable, but then things will hit the roof.
Then we have to wait ages until they get to be recordable, but then things will hit the roof.
vault 13 21 Nov 2006 06:43
3/3
Rod Todd wrote:
Aiming at 34 year olds of a single sex, with children, who earn over $100K is aiming firmly at 1/100th of one percent of the population.
You can't market to a populace with no money. Blu-Ray the lamborghini of the home entertainment industry. If they get the rich, then they can use that money to make better, cheaper, and more affordable models. HD players are no small change at $500 for the base model. Plus with movies being $5-$10 more than the average DVD, makes it even more unattainable. I don't think it's necessarily a bad manuever. The PS3 is where things get confusing. When they market to all gamers of all tax brackets and everyone now wants one. I guess Sony has some sort of "master plan" or something.