Commissioned by Wieden Kennedy for the global launch of the Sharp Aquos LCD Flat Panel Television

Watch the campaign film for more info (06:23)

Challenge. Launch the Aquos line of high-end flat screen LCD televisions for Sharp Electronics.

Target. Men and women ages 35 to 55, income $95,000 and up, early adopters, and nesters

Solution. Outside a luxurious estate, a man paddles in his brilliant blue swimming pool, munching rich red lingon berries. He glances up to see an orange sports car arc through the air and plunge into the water a few feet away. Television spots promoted the excellent color reproduction of the new flat-panel TV sets by Sharp Electronics. And the on the screen web address, www.moretosee.com, was the rabbit hole that lead the audience on an intriguing journey called “The Legend of the Sacred Urns.”

Launched in the fall of 2004, this Campfire campaign featured a hunt for a rare artifact hidden in the real world, with a large prize for the first player to find it. Many of the vital clues were embedded in a series of off-beat TV commercials directed by Errol Morris. Visitors to moretosee.com could view the ads, with pointers that highlighted visual clues. All the other game play took place on across the Web, where players both collaborated and competed, swapping suggestions and analyzing each clue in exhaustive detail. An Ohio resident, Ken Floss, solved the mystery on Dec. 1 to win the grand prize.

Reach & Media. Over the course of 120 days, across 15 countries, in 6 languages consumers engaged with a huge immersive entertainment experience through the media of television, print, outdoor, on-line, viral email, and live events.

Results.
» On-line over a million people engaged the product and story
» Average site sticky time was 8 minutes and 48 seconds for the story site
» Sharp’s entire stock of Aquos TVs were sold at launch

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