Sony shifts Christmas adspend to radio and online

Sony is moving investment from TV advertising into radio and online media in an overhaul of its UK Christmas marketing plans.

Sony
Sony

The brand is to focus its seasonal campaign on a radio ad voiced by Sherlock actor Benedict Cumberbatch, giving details of a £150 cash-back offer on Sony’s Smart TVs.

Last year, the company’s high-profile ‘Christmas Carol’ TV campaign, starring actor Sir Derek Jacobi, offered customers a refund equivalent to the VAT paid on selected products.

Separately, Sony’s UK operation will also eschew a global TV campaign featuring a poem written and read by Sony artist Leonard Cohen. The work, by Grey London, which launches in other markets this week, promotes Sony’s 3D technology.

According to Sony UK general manager of marketing Matt Coombe, the company plans to push its 3D offering through a partnership with Vue Cinemas.

‘Based on consumer research, we know that we need people to experience 3D first-hand, so decided to go with the Vue sponsorship instead of the global film,’ said Coombe.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More