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Hitachi Canada breaks plasma screen campaign

Consumer electronics company Hitachi Canada of Toronto has begun a new print campaign for its plasma screen television sets. The campaign consists of two executions, one of which is aimed at men, the other aimed at women. The creative illustrates the picture quality of the TV sets by depicted television viewers reflected by mirrored surfaces in the programming. “Designed to communicate the premium positioning of the brand as well as the outstanding picture quality our plasma TVs boast, the new campaign addresses the purchasing motivation of both men and women,” said Joe Ragonese, marketing communications manager at Hitachi Canada. “Men want a plasma because of the wow factor and incredible picture quality, while women appreciate the television’s beauty and interior styling. The ads speak to both.” The ads will run from June to September in the Globe and Mail, National Post, La Presse, Toronto Life, Canadian House and Home, Nuvo and Maclean’s. The campaign was created by Publicis of Toronto.

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