High-Def TV, Print and Web Work Focal Points of Extended Marketing Campaign
A core group of Blu-ray Disc supporters including Twentieth Century Fox, Panasonic, Philips, Pioneer, Sony and Warner Bros., working with Austin-based advertising and marketing agency, SicolaMartin, is utilizing the power of high-definition television along with a series of advertising and marketing initiatives to reach target audiences during the holiday shopping season. In order to best demonstrate the benefits of the Blu-ray Disc next-generation optical disc format, the group has produced a 30-second commercial shot for high-definition television that debuted on November 17. This spot, along with broader placement in print and online media outlets, builds upon earlier advertising efforts directed at home-entertainment enthusiasts. (Ad may be viewed at http://www.sicolamartin.com/bluraybroadcast/)
Blu-ray Disc is supported by more than 170 of the world’s leading Hollywood studios, consumer electronics manufacturers, gaming companies, personal computer manufacturers and music companies. Blu-ray Disc offers 1080p resolution, up to 7.1 channels of surround sound, 50 GB of storage capacity (the highest capacity of any consumer media format to date), real-time interactivity and is fully compatible with pre-existing DVD libraries.
The new high-definition commercial pulls viewers into a swirl of movie clips and animation accompanied by dramatic theater-quality music and an announcer who describes the various benefits of Blu-ray Disc technology. “We chose to go heavy on film clips from several studios to reinforce the widespread industry support that Blu-ray enjoys. These popular images will strike a chord with a wide range of the target market, plus it’s just a great way to demonstrate the Blu-ray experience,” stated Chris Wood, creative director at SicolaMartin. The ads can be seen exclusively on HD cable stations such as Discovery HD, INHD and HDNet.
The expanded print campaign now runs in lifestyle magazines, including GQ and Popular Mechanics, in addition to those targeted at the AV enthusiast such as Home Theater, Home Entertainment and Wired. Anchored by a four-page ad, the print execution is created to excite and educate readers about Blu-ray’s extensive technological benefits. The online segment, which has previously run on CNET, PCWorld, Wired, Google and Yahoo!, has been expanded and will also run on IMDb.com, GameSpot.com and ESPN.com. These ads utilize rich media delivered through the Eye Blaster ad-server platform. Both print and online spots are filled with popular entertainment icons from movies, music and gaming such as Superman, Human Torch from “Fantastic Four,” and singer John Legend in a backdrop saturated in various tones of the color blue. (The print ad may be viewed by going to http://www.sicolamartin.com/blurayprint. Example of an online ad: http://www.sicolamartin.com/blurayonline.)
“This campaign showcases all of the reasons why informed consumers are excited about Blu-ray,” said Tim Baxter, senior vice president, strategic marketing for Sony Corporation of America. “Beyond being assured of an extensive selection of titles and players, consumers can learn what makes Blu-ray Disc a superior platform.”
“This kind of promotional effort is unprecedented,” said Peter Staddon, executive vice president, marketing for Twentieth Century Fox Home Entertainment. “The fact that such a large group of industry heavyweights support Blu-ray Disc is good news for consumers who want to be assured that Blu-ray is the format of choice by industry leaders.”
About Blu-ray Disc
Blu-ray Disc is a next-generation optical disc format developed for high-definition video and high-capacity software applications. A single layer Blu-ray Disc will hold up to 25 gigabytes of data and a double-layer Blu-ray Disc will hold up to 50 gigabytes of data.
About SicolaMartin
Austin, Texas-based SicolaMartin is an advertising and marketing agency specializing in targeted and integrated campaigns that leverage technology and the digital convergence of media and marketing. For more than 20 years, the agency’s creative excellence and in-depth marketing experience have delivered effective campaigns for consumer and technology industry leaders like AMD, Blu-ray Disc, Hewlett Packard, Sybase, and the American Cancer Society. In 2006, the Society for Human Resource Management named SicolaMartin one of the 50 Best Companies to Work for in Texas (#8). The agency is a wholly-owned subsidiary of Young & Rubicam Brands with a satellite office in San Francisco. For more information, visit http://www.sicolamartin.com/.
