“There hadn’t been a new big player in the consumer electronics field in a long time. The players were all old-school companies like SONY, Sharp, Zenith and Panasonic.” – WILLIAM WANG, FOUNDER OF VIZIO

Objective:

Create a new consumer electronics brand disruptive enough to challenge the king of the mountain… SONY.

Goals:

> Develop a marketing strategy on the premise of “Where Vision Meets Value”. Undermine the elitist mentality and instead make great technology available for everyone – embrace the underdog
> Make VIZIO the choice of a new generation. Every Coke has a Pepsi
> Transform the “brown box” retail experience to full-color in-store product billboards, now the industry standard
> Embrace Grassroots branding – listen to the consumers. Build awareness & disrupt the traditional with non-traditional creative medias
> Create a circle of engagement from in-store, online, social and mobile
> One of the 1st companies to implement QR codes on packaging pointing to product videos and support pages
> Education in store – implementing POS videos debunking technology misconceptions. Simplify the message with a focus on benefits

Results:

The proof is in the pixels. Growth of the Brand from $3 Million to $3 Billion in sales. VIZIO has established itself as the “brand of the people” as well as a Tier 1 technology brand.

> The #1 LCD HDTV Company in 2010 eclipsing SONY/SAMSUNG
> A brand ranking in established Tier 1 levels with over 40% unaided awareness and nearly 80% aided awareness
> Owns the strongest association as the brand that offers “Best Value”
> An innovative and credible presence at retail
> An engaged, loyal fan base who generate buzz on the company’s behalf
> Steadily increasing level of e-commerce sales revenue