Blogger Outreach: Sharp Aquos Thin Panel HD TV

I’m doing something I rarely do. Talking about a piece of Thornley Fallis‘  work.

But I just have to point to something that makes me very, very proud – a blogger outreach pitch that our team did this week for the Sharp Aquos XS1. That’s the new thin, thin HD television that Sharp has introduced. Thin? 1″ at its thinnest point.

Smart people have taught me that great design is knowing what to leave out so that you can get at the essence of something. And that leads to simplicity. And impact. And comprehension.

So, imagine my delight when Tod Maffin’s post showed up in Google Reader last night. You have to see to understand. Here’s Tod’s post:

Form mirrors content

Form mirrors content. Awesome.

The team could simply have sent the news release to the bloggers they wanted to reach out to. But they didn’t. They did something else. A slimmed down pitch that conveyed in its form the core feature of the Sharp Aquos XS1.

A simple pitch. An elegant pitch. An effective pitch.

I’m really, really proud of the creative people I work with. So, here’s a public shoutout to Michael O’Connor Clarke and his Sharp account team. Keep it up

And thank you Tod for liking the pitch.

  • Michael showed this to me last night on his Blackberry. Great work. I’m not surprised by Tod’s reaction in the least. I wish I’d get more emails like this than some of the junk filling up my in box. I always prefer a skinny, informative message to a traditional news release. Less is more!


  • Sharp. (ouch!). Seriously, this is excellent work.

  • *cringe*

    Thank you, Joe. Glad you liked it.

    I feel obliged to add the disclaimer here that output does not equate to outcome. I’m happy to report that the pitch was exceptionally well received, but I won’t be bouncing with joy until we’re able to measure the results of all the reviews we have lined up. Fingers crossed.

  • Less is definitely more.
    A lovely simple thing.

  • Michael, maybe you don’t have the champagne out yet but I have to say I think you guys really nailed it here with great use of the medium. Great impact. Congrats!


  • This is great! I’m sure it’s doing well and breaking through the clutter of the traditional press releases out there.