Challenge
To make specialist commercial plasma screens appropriate for the consumer market. By changing the perceptions and expectations of the trade press and resetting consumer expectations of functionality.

What we did
Campaign centred around changing consumer expectations by educating on technical quality and promoting pure picture image over superfluous functionality. Harvard targeted specialist reviewers and independent buying guides and changing the tone and criteria of reviews. Harvard also produced a standalone guide for hi-fi and AV dealers.

Outcomes
As well as positive coverage throughout trade and national media, Harvard also secured a Fujitsu sponsored ‘slot’ on a peak time national TV programme. The two pronged strategy of targeting both specialist / independent media and consumer audiences has been hugely successful. Pushing Fujitsu plasma screens into a market leading position and front of mind in the psyche of consumers.

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