With new players and technology entering the market at an incredible pace, Zig needed to secure Sony Wega's leadership position while differentiating it from the competition. Sony is the most expensive brand, and often isn't the most profitable for the dealer, so some stores were selling other, more profitable brands off Sony. The agency needed to solidify consumers' belief in Sony's superiority to insulate them from such attempts. Another challenge was that the "superior picture quality" platform had already been done to death. Zig needed to find a way strategically to position Sony as not just one step better, but a quantum leap better. Working from the strategy that "there is no picture on the market that comes close to the quality of a Sony Wega," the idea "It's worth saving your eyes for" was born.

It's Worth Saving Your Eyes For