«Truely Japanese quality control» for Supra

Market situation

Supra appeared in Japan in 1974, in Ukraine – 10 years ago. This has always been a «value for money» brand. Until 2006 it had no publicity support, therefore retailers attributed SUPRA to the «no name» segment.

The market of audio-video appliances is highly competitive and ad-intensive. Samsung and LG prevail in it. Main purchases of audio-video are accomplished in supermarkets of electronics, however, in order to get there a brand must be «in demand», i.e. have at least minimum awareness.

Objective of the campaign

To become a brand in order to get on shelves of large supermarkets of electronics.

Insight

Users of audio-video believe in «Japanese quality», but the majority of them cannot afford Japanese brands (Sony, Panasonic). At the same time, market «monsters» – Samsung and LG – are Korean brands, thus, having «Japanese origins» Supra can successfully compete with them in particular.

Creative challenge

• To make Supra the «most Japanese brand» in the medium segment of audio-video appliances.

Campaign

• 1 month of broadcasting (November, 20 – December, 18, 2006)
  
• 6 TV channels
• Subway in Kyiv and Kharkiv

Results: Supra sales grew twice quicker than the market!

• Sales of Supra TV sets (the model from the TVC) increased for 411% (December vs. the before the campaign launch).
• In the period of the regular decrease of sales (January), sales grew for 62% compared to November.
• 1500 consumers were polled in stores:
  • 50% - unprompted awareness (asked whether fingers were not damaged:)
  • 70% - prompted awareness

According to salespeople: «People came and asked for appliances of the company where they cut fingers for poor job».

Awards

2007 Gold

2006 Finalist