• Who we are
• Case studies
  • Ronseal's 'It does exactly what it says on the tin' advertising campaign
  • Sony position new Bravia flat screen
• What our clients say
• How we work – resources and methods
• What makes us different

Sony position new Bravia flat screen

The advertising
Sony wanted to position their new Bravia flat screen TVs as something out of the ordinary - the famous "Coloured balls" ad set in San Francisco had first launched the "colour like no other" idea and in 2006 they were seeking to keep this message fresh and engaging.

Ad agencies sometimes claim that mould-breaking ads can't be researched, as respondents cannot cope with the "shock of the new" and won't be able to assess the unfamiliar.

The TNS view
The TNS NeedScope™ projective methodology used in the AdEval™ pre-test is in fact ideal for innovative advertising. Questions on the ad's message and how it positions the brand are asked projectively with validated photosets. Whereas respondents sometimes don't want to admit being influenced by ads, particularly if they work in a "non-traditional" manner, respondents find it easier to open up to the projective approach.

What we did
We carried out an online AdEval™ test, using the TNS NeedScope projective technique, as well as the AdEval questions on involvement and motivation..

Impact on brand positioning via NeedScope™
Here we were able to see a positive result emerging from the answers to the projective questions - clearly positioning the brand in the "carefree" archetype. This is a mould-breaking positioning for a TV, but accurately reflects the "joy of colour" that the brand epitomises.

Involvement and motivation
The important measures as l showed as above average for "Paint", further endorsement for the mould-breaking copy.

TNS added insight
Even the most innovative, mould-breaking ads can be researched - the innovative NeedScope™ methodology makes it possible to go beyond the obvious and reveal how the communication is working and whether the ad is meeting its objectives.