The campaign's theme centers on a message of Sony quality as a point of differentiation to resolve the decision-making purchase process at retail, and ultimately lead consumers to purchase a Sony product.
"Quality is a message consumers most associate with Sony, so we feel confident our campaign message will strongly resonate in the marketplace, especially given that quality is the number one purchase driver for consumer electronics," said Stuart Redsun, senior vice president, marketing.
The creative concept is an expansion of the company's 2008 HDNA campaign, which featured a "panel" of celebrity experts who served as brand ambassadors. Situated in retail environments, celebrity panelists assist consumers in choosing Sony products by differentiating the brand from its competitors. Humor is consistently used to demystify electronics and connect with viewers. The campaign was created with the support of the company's advertising agency 180, Los Angeles.
For 2009, the campaign broadens in scope.
This year consumers will see more celebrity panelists, who collectively, resonate with a broad swath of U.S. consumers. The panel will include not only heavyweights in sports such as Indianapolis Colts quarterback and Super Bowl MVP Peyton Manning but also in entertainment with Grammy and Emmy-award winning Jive/Sony Music artist Justin Timberlake.
Rounding out the list are: ESPN reporter, Erin Andrews; fashion photographer and "America's Next Top Model" judge, Nigel Barker; author and comedienne, Amy Sedaris; columnist and Web celebrity, Julia Allison; and award-winning cinematographer, Dion Beebe.
"All talent were chosen for their high public profiles, and because like Sony, they are leaders in their respective fields," Redsun said.
The breadth of product categories expands to include the BRAVIA television line, Blu-ray Disc home entertainment, Cyber-shot digital cameras, alpha digital SLR cameras, Handycam camcorders and Sony professional high-definition camera systems, VAIO notebook computers and Sony Reader digital books.
Starting in September and running through early 2010, the campaign will go across all consumer touch points with complete integration of the creative concept from online and point-of-sale to advertising and consumer PR.
Mass media will include national commercial spots, all shot with the Sony F35 professional camera system, which has also been used on CBS's "CSI: New York" and several other television series. Additionally, there will be online banner ads, radio and newsprint.
A multitude of in-store merchandising for authorized Sony dealers to integrate the campaign at retail will include retail video, pop-up displays, counter cards, post wraps, end caps and hang tags. Ad mats, ad bugs and screen fills will be available for retailers to merchandise through retailer circulars.
Other campaign elements include a SonyStyle.com showcase site as well as customizable micro-sites for retailers.
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