Instead of the taking the much travelled road of hyper colourful visuals and fantasy, we chose a more down to earth theme and play on the ingrained and inherited knowledge of our market. With this in mind, to introduce our new Ultra HD range of LED TVs, we wanted to use elements that the South African consumer are familiar with and be able to gauge the sheer size of our 4K capable large screen LED TVs.
The African elephant with its majestic and strong presence brought a sense of reliability and robustness to the imagery reinforcing the brands endless pursuit for high standards in quality and durability.
By using this image we created an iconographic imprint which would create a direct subliminal link to the brand wherever a similar image would appear, cementing the brand in the minds of the consumer.
