Sony HD TVC

High Definition TV service is not yet launched while various brands are advertising about their HD TV sets already. Understand that they all want to gain the first-mover advantage. This is an interesting scenario. Rate of adoption of a new technology often depend on trialability. By trialability, we mean consumers need to try and experience before they make a purchase. Brands talk about 1080 resolution and true HD yet there is no way to demonstrate how good it is as HD is not in service yet. A TVC like this one will only remind us that Sony will have HD TV sets available. Is it good ? Is it better ? Consumers just can't tell when they see the ad on their current low-resolution TV sets. So how do we go about it ? First it's all about timing. I would block a heavy media schedule, say two weeks before the service launch. Try to be the exclusive TV set advertiser in prime times if I could afford the budget. The objective of the TVC would be to encourage people to check out the new model at shops and see it themselves. Of course we would need some sales promotions at shop level to stimulate actual sales.