The Japanese brand, which has a share of less than 3% of the electronics market in Europe, plans to play on its heritage of invention in an effort to differentiate itself from rivals.
Sharp, which is an official sponsor of UEFA’s Euro 2012 football tournament, will be investing ‘significant’ spend in a creative campaign to be rolled out in the third quarter of 2011, in the run-up to next year’s event.
The strategy has been devised by Work Club, which was appointed to handle the activity following a five-way pitch.
As the football tournament approaches, Sharp will interview fans across Europe to collect information about their behaviour and emotions when watching the sport. The brand will then create ads for each individual market based on its research findings.
In addition, Sharp will use this insight to help create a television optimised for football viewing. The product will be launched in mid-2012.
Sharp, the shirt sponsor of Manchester United for 18 years until 2000, will sponsor coverage of all the England football team’s matches on ITV until Euro 2012 begins.
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