Sony launches major HD advertisement campaign

9 July, 2007 – As take up of High Definition (HD) gains momentum in Europe, Sony is to launch a major Pan-European marketing campaign to demonstrate the breadth and depth of the company’s HD proposition and to educate consumers about the intricacies of HD.

While there is currently high awareness of HD (92% of European consumers1) there is still a significant lack of understanding amongst consumers, with only 59% having heard the term ‘HD Ready’ and 13% knowing about ‘Full HD 1080’.

The new Sony HD campaign aims to educate and inform consumers about the benefits of High Definition, and will comprise of TV / cinema advertising, in-store branding, a targeted online PR campaign, dedicated HD Flash microsite and a ‘Guide to HD’ DVD which will provide consumers with an insight into the full range and benefits of HD.

Above the Line

The ‘Experiment’ campaign, produced by Fallon London, consists of a sixty and thirty second film advertisement and three print executions, and will be supported in-store with materials developed by WAVV RAPP Collins.

Directed by ‘Pleix’, ‘Experiment’ shows Sony testing its HD products to the limit with a variety of unusual and creative experiments. An Apricot Poodle, classic 1971 Ford Mustang Mach 1, custom built industrial bubble machines, neon half pipe and 5000 litres of foam all serve to create the craziest spectacle that only the very best HD equipment can capture. The ultimate aim of ‘Experiment’ is to demonstrate how only Sony can offer High Definition like no other.

The advert follows the progress of the test poodle inside the Ford Mustang as it passes through a series of experiments. Handycam camcorders record the entire process, Cyber-shot digital cameras photograph key moments, BRAVIA televisions play back the live action while engineers analyse proceedings on their VAIO laptops.

Online

The HD campaign will also see Sony continuing to build its relationship with the online community, first formally established with the 2006 targeted digital PR campaign for BRAVIA ‘Paint’.

Visuals from the ad plus audio and behind the scenes footage will be released to bloggers and key websites and forums to fuel conversation around HD online. Interactive marketing agency DARE have created a dedicated Sony HD Flash microsite, which reflects the look and feel of the ATL campaign and will offer visitors the opportunity to interact with the ad and HD entertainment.

James Kennedy, MCE general manager sais “Sony is the only company in the world that is involved with HD from lens to living room. HD isn’t just a viewing experience it is about filming, editing, listening, playing – ultimately completely immersing our consumers in entertainment that is genuinely like no other.”

“Full HD represents the future of film, television and gaming and yet we’re finding that consumers are still unsure when it comes to understanding the relevance of key components such as HD1080 or Blu-ray Disc. As pioneers of, and market leaders in HD technology, Sony is ideally placed to help consumers better understand the intricacies and fantastic imagery of High Definition.”