Clarity’s campaign addresses poor quality of television sound

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Clarity, the hi-fi and home cinema industry’s new trade alliance, has launched its first advertising campaign aimed at helping consumers get better performance from their home entertainment equipment.

Launched across the internet, the campaign is the first in a series using the strapline “It’s Time To Upgrade”. The first campaign highlights the problem of poor quality sound from flat panel televisions and the solutions available from Clarity’s retail members.

The two minute campaign video, telling the story of a man confused by the terrible sound coming out of his new high-definition flat panel TV,  can be seen on YouTube, Facebook, Google+ and a new dedicated “It’s Time To Upgrade” website, which is the online destination to which all the social media outlets will guide viewers. Once they arrive at the site they are guided through three options for improving the sound of their TV, from a soundbar, via a pair of speakers and onto a full surround sound system. From there the user is just a few clicks away from finding their local specialist retailer who can help them with their particular requirements.

The retail members of Clarity have received packs containing in-store point of sale materials that will provide easy recognition when consumers arrive at their chosen store.

Launching the campaign Alan Sircom, chairman of Clarity, said, “One of the primary reasons for setting up Clarity was to help raise awareness of the hi-fi and home cinema industry with consumers who are blissfully unaware of how good home entertainment can be. We need to introduce new customers to what we do, visiting the shops and buying the products that our manufacturers spend months and years developing.”

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