JVC 1983
Video Cameras
Video Tape
VCR/Television Sets
High Fidelity
Car Audio

Objective
Broaden the consumer appeal of JVC brand beyond aficionados.

Strategy
Thematic "We Take You There" campaign.

• Buff publications
• Lifestyle
• Mass market
• Trade publications

• CES

Key Learning
Consensus vs. Decision Maker focus (Japanese management style).