Sony launches campaign to promote summer products

LONDON – Sony 1-to-1 Marketing, the DM arm of Sony Europe, is launching an online campaign to increase participation of the My Sony membership programme to promote products that enhance summer experiences.

The online campaign, created by digital agency Tonic, includes banner advertising, an email marketing campaign and microsite available in 17 European countries.

The colourful, animated campaign aims to shows how Sony products can be used in the summer to alleviate boredom on long trips or simply entertain, with four separate executions, including one showing a family trip to Disneyland Paris with a Sony DVD station to entertain the kids on the way.

The campaign strapline reads: "Experience a summer like no other with My Sony."

Sony and Tonic have also created a competition offering a series of four holidays that consumers would be eligible to win if they joined My Sony, which can be entered from the microsite.

New subscribers could win a family holiday to South Africa or Disneyland Paris, a road trip through Croatia or a trip to a luxury spa in Marrakech.

Deborah Womack, senior manager at My Sony 1-to-1 Marketing, said: "Tonic's solution captures our brief and the idea of mobility, freedom and summer fun perfectly with its colourful, contemporary animations and a strategy that creatively brings together the benefits of both My Sony membership and Sony's products."

Media was planned and bought by OMD Digital and the incentive holidays were created and managed by Clownfish Marketing.

The campaign will support existing campaigns, also created by Tonic, in awareness of three product areas: digital imaging; personal audio; and in-car entertainment.

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