While you may think your TV’s on-screen
program guide is the definition of mundane, it’s a strategic goldmine
to some of the world’s largest consumer electronics companies.
In a high-stakes battle to control this real estate, RCA cleverly used
two professional comedian-spokespersons to attract consumers to its new
GUIDE Plus+. One specialized in technophobic humor (the universal difficulties
of VCR programming), while the other focused on the battle-of-the-sexes
over the remote control.
To support this innovative marketing effort, we wrote press materials
as well as a humorously informative consumer brochure. A handy guide to
the latest in television technology, the brochure included a glossary
of tech terms and a tear-off panel of TV-buying tips.