VIZIO

RE-SHAPING A CE BRAND’S VOICE TO HELP IT SUCCESSFULLY EVOLVE FROM CHALLENGER TO PREMIUM BRAND

AGENCY: BLITZ

ROLE: ACD, COPY / SR. COPYWRITER

THE ISSUE

VIZIO had dominated the value TV market for over a decade, but as competitors closed the price gap, it sought to reposition itself as a more mature, premium CE innovator with a wider range of product lines. Since consumers in the higher-end CE segments tend to be more brand-conscious, this meant elevating VIZIO's tone and voice, while still retaining the affordability appeal that had made it so popular in the first place.

the answer

As copy lead on the VIZIO account for over two years, I worked closely with account, strategy, UX, design, and development teams to create messaging that went hand-in-hand with a new design language -- one that spotlighted the beauty and utility of VIZIO's products in consumers' daily lives. This case study will give you a general overview:

i. CES EXPERIENCE PAGES

Like most CE brands, VIZIO relies on the huge annual CES show in Las Vegas each January to make a splash with its latest and greatest products. While much of the CES conversation is driven by hardcore tech buffs, these pages also act as de facto product announcements, which means they need to clearly communicate their lifestyle benefits to the general consumer as well. These experiences acted as a bridge to signal developments in brand direction that were to follow in the coming year, and they helped mark CES as an annaul milepost in VIZIO's year-to-year evolution.

PRODUCT LAUNCHES

As splashy as the CES pages were, the heavy lifting of changing brand perception was carried out across more than a dozen product launches and updates. These ranged from VIZIO's latest TV innovations to its forays into completely new product lines, such as high-end audio equipment and its first-ever line of PCs and tablets. Each of these campaigns was anchored in messaging that detailed product benefits in consistent, lifestyle-centric language across all digital communications -- from product pages and homepage promos to banner ads, emails, social, and more.

Product launches and tech pages were supported by paid banner ad and seasonal email campaigns that also boosted awareness and drove customers to retail during peak buying periods.

TECHNOLOGY PAGES

To help consumers make informed choices among VIZIO's multiple lines of TVs and reinforce its brand perception as an innovator, we also developed a series of site pages dedicated exclusively to its advanced TV technology. These pages explained VIZIO's breakthrough features in layman's terms, demonstrating their lifestyle and viewing benefits in clear language accompanied by compelling visual demonstrations.