Sony Electronics’ launched last week its new integrated marketing campaign with two 30-second commercials, Ping Pong (two versions) airing nationwide, along with a fantastic new campaign web site — http://www.sony.com/experts. The campaign theme centers on Sony quality as a key point of differentiation that informs the decision-making process at retail, and ultimately leads consumers to purchase a Sony product. It’s a great site. I absolutely love the scenes and the people they chose; I think everyone does a fair portrayal of a person using a Sony product. I can’t remember if I’ve ever seen a presentation like that Experts site for any retail brand – not even Sony Japan has this kind of high-resolution flash movie marketing. The SonyStyle team has become something truly beyond Web 2.0 here and it just seems leaps and bounds in comparison to even a year or two ago.
The panel includes heavyweights in sports and entertainment such as Indianapolis Colts quarterback and Super Bowl MVP Peyton Manning and 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/object of immense interest by others for some confusing reason, Julia Allison; and award-winning cinematographer, Dion Beebe. We’re surprised to see Julia Allison after the backlash from our initial story. That’s all I will say about that situation.
What do you think of these commercials? My girlfriend said they were funny, and I agree. Good job Sony. I haven’t seen the commercial more than once, but I don’t watch alot of TV except on Saturday during college football.
“Consumers have questions when buying electronics — that’s why we put together a panel of experts,” said Stuart Redsun, senior vice president, marketing at Sony. “Now not only can they be assured that they’re getting quality when they choose the Sony brand— they will know it’s the right product for them.”
Created by Sony’s advertising agency 180, Los Angeles, the concept is an expansion of the company’s 2008 HDNA campaign, featuring a “panel” of celebrity experts who serve as brand ambassadors. Situated in a retail environment, celebrity panelists assist consumers in choosing Sony products by pointing out how the brand differs from its competitors. Humor is consistently used to demystify electronics and connect with viewers.
In one of the Ping Pong spots, Peyton and Justin play ping pong, bantering back and forth while speaking Chinese, while expert Erin Andrews espouses the benefits of a Sony BRAVIA HDTV.
“The campaign tells a simple truth,” said William Gelner, executive creative director for 180 Los Angeles. “Behind all Sony electronics is a rich history of sports and entertainment. So we had two of the biggest icons from those two worlds, Peyton Manning and Justin Timberlake, tell that story.”
The breadth of Sony product categories supported by the campaign expands to include the BRAVIA HDTV line, Blu-ray Disc home entertainment, Cyber-shot digital cameras, α (alpha) digital SLR cameras, Handycam camcorders and Sony professional high-definition camera systems, VAIO notebook computers and Sony Reader digital books.
