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SHARP NATIONAL BRAND ADVERTISING CAMPAIGN ADDS COLOR TO DYNAMIC HDTV LANDSCAPE

"You Have To See It, To See It"

03/18/2010

  • Comprehensive U.S. marketing campaign highlights groundbreaking Quattron™ quad pixel HDTV technology
  • Supports launch of three new AQUOS® LED LCD TV Series – LE920, LE820 and LE810
  • Fully integrated brand campaign with national broadcast, print and online components kicks off March 18th

MAHWAH, NJ, March 18, 2010 – Sharp Electronics Corporation, the U.S. sales and marketing subsidiary of Sharp Corporation, Osaka, Japan, will launch a significant brand advertising campaign supporting the launch of the new line-up of AQUOS LED LCD TVs. The fully-integrated campaign highlights Sharp’s revolutionary and exclusive Quattron quad pixel technology, which changes the color paradigm on an LCD TV by adding a fourth color - yellow - to the standard RGB TV format, thus introducing never-before-seen colors to the TV experience.

“This campaign is the culmination of Sharp’s steadfast dedication to continue improving picture quality for the best possible viewing experience,” said Bob Scaglione, senior vice president and group manager, Product and Marketing Group, Sharp Electronics Corporation. “The new brand creative uses a touch of humor as it urges consumers to head to retail to see first-hand the remarkable and lifelike colors of this new TV series. We believe that this is one of the biggest breakthroughs since color TV was introduced, and when consumers see this for themselves, they will understand.”

Developed in conjunction with mcgarrybowen advertising, the campaign suggests that Quattron quad pixel technology is so dramatic that it is best experienced in person, asking consumers to head to retail “to see it.” The broadcast, print and online ads feature well-known TV and movie star George Takei, playing a Sharp engineer. Throughout the broadcast commercial, and depicted in the print and online creative, the engineer marvels at the astonishing color vibrancy he sees on the AQUOS LED LCD TV in front of him, teasing the audience who can’t see the stunning blues and yellows on their “three-color technology” TV screen.

The campaign kicks off on March 18th, with print advertising in major newspapers including the Wall Street Journal and USA Today, and continues in major magazines including BusinessWeek, Entertainment Weekly and Sports Illustrated. Beginning March 20th a “teaser” TV commercial will air that highlights the Sharp engineer’s excited reaction to the new Quattron quad pixel technology, aiming to spark viewer interest and driving viewers to Sharp’s website to learn more. A second commercial will follow, offering a more in-depth explanation of the technology, and additional campaign elements will arise throughout the spring. These commercials will be broadcast on high profile, national network programs such as NCIS, Lost, The Office, The Tonight Show and Good Morning America and on primetime cable networks such as ESPN, A&E, TBS, TNT, The History Channel, and USA.

In addition to the TV commercials and print advertising, the brand campaign is adding a dedicated section to a newly-designed section of Sharp’s web site (www.sharpusa.com/AQUOS) to educate viewers about Quattron quad pixel technology. An online advertising component is also planned with placements on consumer web sites as well as pre-roll videos and banners, and a social media program will complement the marketing campaign later this spring.

Sharp also will promote the new AQUOS series with local activations at retail and in areas with a high amount of consumer traffic. At retail, Sharp is working with retailers to place interactive end caps on their show floors. The end caps, which also feature George Takei, are designed to give shoppers more in-depth information on Quattron quad pixel technology in an easy-to-understand manner. Throughout the summer, Sharp’s AQUOS Experience, a 52 foot tractor trailer decked out with scores of AQUOS LED TVs in different screen sizes, will make appearances at retailers and major sporting events around the country. Finally, Sharp will leverage its existing relationships with Taubman Centers and with NBC Universal to showcase Sharp’s new lineup at selected properties.

Sharp AQUOS LED LCD TV Series
Available this Spring, the new LE920, LE820 and LE810 AQUOS series incorporate Quattron quad pixel technology, which adds yellow to the existing RGB landscape, to deliver incredible picture quality and intense colors such sparkling golds, Caribbean blues and sunflower yellows. When combined with Sharp’s 1080p X-Gen LCD panel, which incorporates UV2A Technology, the displays offer vibrant colors and deep blacks, as well as a dramatic reduction in energy consumption compared to conventional fluorescent-backlight LCD TVs. Additionally, the new AQUOS LEDs offer a stunning new contemporary design and thin form factor. These advanced AQUOS LED LCD TVs also include Sharp’s newest version of AQUOS Net™, which delivers streaming video with Netflix. AQUOS Net gives users instant access to customized web-based content as well as AQUOS Advantage Livesm real-time customer support. The new AQUOS LED LCD TV product lines are all compliant with ENERGY STAR® Version 4.0 standards, which become effective in May 2010 and are equipped with Sharp’s OPC function that automatically adjusts the unit’s brightness based on the lighting of the room.

For more information on Sharp’s full line of LCD TVs, contact Sharp Electronics Corporation, Sharp Plaza, Mahwah, NJ, 07495-1163, or call 800-BE-SHARP. Become a Sharp AQUOS fan on facebook, follow us on twitter @Sharp_USA and watch us on YouTube.

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