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.
