Sony Electronics Unveils Its Largest Advertising Campaign
Digital Imaging Effort Furthers Company's Shift To Network-Centric Marketing Communications
What do a baby running across country, Arnold Schwarzenegger, a Sony Digital HandycamÆ camcorder, and a VAIOÆ notebook PC have in common? All are critical elements in Sony Electronics' new digital imaging advertising campaign, which officially launches during ABC's March 26, 2000 broadcast of the Academy AwardsÆ and runs throughout the year. The campaign's ""change the way you see the world"" theme embraces Sony's broad portfolio of digital imaging and PC products, and encompasses a variety of broadcast, print, direct response and retail components, including five TV spots, nine print ads, a dedicated Web site and toll-free number for customized product and sales information, and retail co-marketing efforts. The overall purpose of the campaign is to communicate to consumers how Sony's unique array of digital imaging products help people tell - and show - the stories of their lives. According to Mark Viken, Senior Vice President of Sony Electronics' Digital Imaging Marketing Group, this campaign will amount to Sony Electronics' single-largest marketing communications program to date, in terms of breadth of products supported, and media and communications vehicles involved. ""Capturing, creating and sharing digital images has skyrocketed in popularity over the past few years, primarily due to the explosion of the Internet, and most consumers are only beginning to understand the power of a networked world,"" Viken said. ""As the market leader in the digital camcorder and digital still camera categories, as well as an innovator in mobile and desktop computing solutions, Sony is helping consumers push the boundaries of their imaginations by demonstrating the possibilities of digital imaging and by aiding consumers in the purchase process,"" Viken said. Academy Awards Launch According to Scott Edwards, Senior Vice President of Marketing Communications at Sony Electronics, the Academy Awards broadcast was selected as the media event to officially debut the campaign because it is a premier television event that celebrates the power of images and storytelling. ""We're very pleased that this fully integrated campaign was developed in conjunction with the talented people at Young & Rubicam,"" Edwards noted. ""It is important that we have the best people from all communications disciplines on the job to ensure Sony's marketing communications efforts capture the innovative spirit for which the brand is known worldwide."" In addition to Y&R Advertising, New York, Impiric, New York, and Luminant - both Y&R, Inc., companies - created the customer relationship marketing and interactive components of the campaign. Marketing Communications For The Network Era According to Edwards, the digital imaging campaign is Sony's second major advertising campaign that promotes networking and connectivity for a distinct entertainment platform. The first was Sony's ""home entertainment universe"" campaign, which launched last October 1999, and signaled a more integrated advertising and brand marketing strategy coming into place at Sony Electronics. ""As a large and complex brand, Sony offers a combination of products that help consumers harness the power of digital technology to enhance their lifestyles,"" Edwards said. ""Along with the home entertainment universe campaign that debuted this past fall, this digital imaging effort represents a paradigm shift for Sony in how the company presents itself. We are clearly moving from product-centric to network-centric efforts and embracing product platforms as opposed to individual products."" According to Edwards, the company plans to establish similar marketing communications programs around other entertainment platforms, including personal digital audio this summer.