Print Campaigns
Create / Produce Ads & Advertising Literature Campaigns
Client: Ethereal
Ethereal Home Theater Print Ad Campaign
Ideas
Ethereal Home Theater is a brand of audio/video cables and accessories consisting of good-better-best lines for both the consumer and professional installation markets. This relatively new brand faced a two-pronged challenge in establishing a brand identity through consumer and trade print ads: the market dominance of the industry leader and the need to differentiate itself from the rest of the pack.
Work
EVOK Advertising created a print ad campaign that took an aggressive stance toward the industry leader by making an unmistakable reference to the brand without actually identifying it. The main visual element of the ad – a little girl checking under her bed, presumably for “monsters” – compared and positioned Ethereal against the unnamed leading brand.
The ad also broke away from the typical imagery of audio/video cable print ads, which tend toward photos of high-end home theaters, a young couple watching a big-screen TV, or close-ups of the featured cables.
Results
As the only brand in the industry to directly go up against the market share leader, Ethereal immediately generated buzz among home theater enthusiasts and industry professionals based upon the print ad. The ad was widely discussed in online home theater forums and within the industry, which served to distinguish Ethereal from the other competing brands while having it mentioned in relation and comparison to the leading brand. Because of Ethereal’s advanced technology and high-quality construction, the comparisons have been entirely in favor of Ethereal.
Ethereal reports that sales have experienced a phenomenal 300- to 400-percent increase over a one-year period. Enough said.