Sony's new European consumer electronics advertising campaign, revealed today, is designed to bring Sony even closer to its customers. 'You make it a Sony' makes it clear that much loved Sony products only come to life when they are put to use, and invites people to see this leading brand in a new and warmer light. The mass media campaign, with a spend of more than EUR100m, is one of Sony's biggest ever in Europe and will be rolled out by Sony companies in all countries in the coming weeks. The first phase will include five 30- and 40-second TV commercials plus a host of print, outdoor and Internet ads.
"When you have such an innovative, evolving brand such as Sony, it is crucial not to race ahead of your customers as you may lose a level of intimacy that has taken years to develop," says Sony Europe Marketing Communications Director, Tim Kaner. "This campaign will help everyone to understand that it is the people who use and enjoy our products that make them what they are, and this will always be the case."
'You make it a Sony' is a completely integrated, cross platform campaign that is easily adopted by the local markets to suit their needs. The TV commercials each carry a master storyline and can be delivered in different languages. The wide variety of print ads suits all types of media from magazines to poster sites and a series of web based activities, including microsites and banner ads, are designed to drive consumers to the Sony online world.
This is the first campaign created for Sony Europe by London- based agency Fallon, which was appointed last year. It is also the first Sony campaign to make use of the Advertising Management System, a software-based resource developed by Sony Europe in partnership with advertising technology company Adgistics, which enables Sony companies across Europe to create their own ads from centrally created elements. "We are able to run a campaign with a very strong, overall message, while allowing the local ompanies to use the ingredients that are most effective for their markets," explains Kaner. Media planning and buying throughout Europe will be handled by OMD Europe.
The ongoing effectiveness of this new campaign will be tracked on sales targets and changes in consumer perceptions of the Sony brand. Sony will also undertake qualitative research to explore how people are connecting with the brand.
Kaner concludes: "Our investment in this campaign is inviting everyone, consumers, retailers and partners alike, to come closer to Sony and to enjoy one of the world's strongest brands as it continues to evolve." Sony Connectivity:
Sony products are the essence of simple connectivity. They are designed to connect quickly to each other and to the world beyond so that every owner, from the novice to the enthusiast, can easily enjoy the benefits of digital networking. For example, you can create, edit and share your own movies on DVD using a digital camcorder, a DVD player/recorder and a VAIO, and enjoy stunning DVD image quality on a Wega TV; you can create your own Internet-sourced compilations on MiniDisc or CD with a VAIO and a Sony network music device; and you can shoot, store and print your own top quality digital photos with a digital camera, a VAIO and a video printer and share them, cable free, using a Memory Stick. Such simple connectivity creates a bridge between the worlds of AV and IT and gives the owner complete control over their digital environment. About Sony:
Sony manufactures audio, video, communications and information technology products for the global consumer and professional markets. With its music, pictures, game and online businesses, Sony is uniquely positioned to become a leading personal broadband entertainment company in the 21st century. In Europe, Sony recorded consolidated annual sales of EUR 13.88 billion (yen 1,666 billion) for the fiscal year ended March 31, 2003, based on an average market exchange rate for the same period of yen 120 to the EUR. Sony Europe, headquartered at the Sony Center am Potsdamer Platz in Berlin, is responsible for the company's European electronics business and registered consolidated sales of EUR 8.62 billion for the fiscal year ended March 31, 2003. www.sony-europe.com/presscenter For any queries about Sony in your respective country, please contact your local Sony PR office corporate communications Europe For more information, please contact: Matthias Colli Corporate Communications Europe, Sony Europe GmbH, tel: +49 30 2575 5158 fax: +49 30 2575 5174 email: Matthias.Colli@eu.sony.com