Advertising televisions without advertising on television
Steve Safran August 14th, 2007
Phillips Electronics has a new high-end HDTV flat screen line called Aurea it has launched in Europe. They’re not bothering much with TV ads, however. They’re spending their ad bucks by producing five minute, artsy films and then showing the films on the Aurea at fashion and jewelry stores in Europe. From the NY Times:
The idea is to be more exclusive, to be very different from your traditional kind of advertising,” said Sandrine Huijgen, marketing director for consumer electronics at Philips. “We don’t see Dior advertising a lot on television.” Philips said it might run a few television spots in markets where it cannot be avoided. But most of the $68 million that Philips expects to spend in Europe through the end of the year will be used in other media…
Phillips also has magazine ads shot by a fashion photographer. I’ve always thought it was strange when I saw an ad for a hi-def TV on a regular TV. “See this TV? Trust us - it’s a better picture than the one you’re watching. It’s got more scan lines! It’s plasma! It’s LCD!” What’s missing from the Aurea ad campaign? There is no tech-speak at all.
2 Comments Add your own
1. David Johnson | August 14th, 2007 at 11:14 am
saf, i’m getting lots of ad and marketing e-newsletters that are going nuts on out-of-home advertising. growth is exploding, fueled by cheaper technology costs to deliver kiosks and terminals everywhere from bars to elevators to churches. the buys are totally chipping away at the total marketing expenditures.
2. Michael Rosenblum | August 15th, 2007 at 6:11 am
I always thought it was odd to watch TV ads trying to sell TV sets. They always had a shot of someone in a living room watching a set and the announcer intoned “shouldn’t your picture be this good?”
Obviously the picture is only as good as the set you are watching on.
Selling TV sets based on the quality of the picture delivered on TV is the close to smelling the food on The Food Network.
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