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Sony Launching Q4 Integrated Ad Push

8/18/2009 04:29:44 PM Eastern

New York - Sony Electronics Tuesday revealed plans for an integrated multimedia marketing campaign that will concentrate spending during the critical holiday season.

Mike Fasulo, Sony Electronics executive VP and chief marketing officer, said the company will spend between $70 million and $80 million dollars on the effort that will run Sept. 10 until after the Super Bowl, targeting television spots, Internet, print and in-store advertising.

Fasulo said spending for the effort, which has been concentrated into the latter months of the year and first few weeks of 2010, is roughly equal to what Sony spent on advertising over the entirety of 2008.

The campaign will focus on the Sony's key product segments, including Bravia televisions, Blu-ray Disc players, Cyber-shot digital cameras, α (alpha) digital-SLR cameras, Handycam camcorders, Vaio notebook computers and Sony Reader digital books.

The campaign will hinge on the message "Why Buy Sony?" stressing "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," the company said.

The concept of the campaign expands on the company's 2008 HDNA campaign, which featured a "panel" of celebrity experts who served as brand ambassadors.

Major celebrities used in the spots include quarterback Peyton Manning, pop star Justin Timberlake, ESPN reporter Erin Andrews, fashion photographer and "America's Top Model" judge Nigel Barker, author and comedienne Amy Sedaris, columnist and Web celebrity Julia Allison and cinematographer Dion Beebe.

The humorous spots, which were created by the agency 180, Los Angeles, show celebrity panelists assisting consumers in choosing Sony products by differentiating the brand from its competitors.

The ads will be run as national TV commercial spots, online banner ads, on the radio and in newsprint.

To integrate the campaign into the retail setting, an in-store merchandising component will offer authorized Sony dealers retail videos, 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, the company said.

Other campaign elements include a SonyStyle.com showcase site as well as customizable micro sites for retailers.

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