Sunday, October 04, 2015
Submit your own News for
inclusion in our Site.
Click here...
Breaking News
Microsoft Buys Havok
Google Officially Becomes Alphabet
Microsoft Works On A Laptop Battery System That Adapts To Your Habits To Last Longer
Motorola Outlines Android Marshmallow Update Plans
AMD FirePro Graphics Powers New Dell Precision Mobile Workstations
Globalfoundries Said To Move To 10nm Development On Its Own
Nvidia Launches New Maxwell-based Quadro graphics For Mobile workstations
Microsoft Expands Licensing Agreements With Asus, I-O Data
Active Discussions
How to back up a PS2 DL game
Copy a protected DVD?
roxio issues with xp pro
How to burn a backup copy of The Frozen Throne
Help make DVDInfoPro better with dvdinfomantis!!!
Copied dvd's say blank in computer only
menu making
Optiarc AD-7260S review
 Home > News > Consumer Electronics > SONY La...
Last 7 Days News : SU MO TU WE TH FR SA All News

Monday, August 20, 2007
SONY Launches Its Largest Integrated Marketing Campaign

Sony Electronics launched its largest integrated marketing campaign in the U.S., centering on its high definition DNA known as ?HDNA.?

The campaign, featuring Super Bowl MVP Peyton Manning of the Indianapolis Colts and NASCAR?s Dale Earnhardt, Jr., focuses on how Sony?s high-definition technology in a variety of product categories comes together to bring consumers unparalleled HD entertainment experiences.

From its professional cameras and projectors used by television networks and Hollywood studios, to BRAVIA high-definition televisions, Blu-ray players, camcorders, digital cameras and notebook computers, no other company in the consumer electronics industry has the amount or degree of high-definition expertise that can be shared across so many product lines. In addition, Sony?s ?HDNA? extends to high-definition entertainment content produced and distributed by its sister companies in the motion picture, television, music and videogame arenas.

An ?HDNA? logo appears at the center of all of the communications surrounded by graphic molecules that symbolize DNA strands and the concept of HD knowledge transfer. The copy in every ad includes the line ?High Definition. It?s in our DNA.?

The campaign, which breaks in September, was developed with support of Sony Electronics? advertising agency 180 Los Angeles.

?HDNA is the core, the essence of all Sony HD products,? said Sony Electronics? Chief Marketing Officer Mike Fasulo. ?HDNA ensures an HD experience that you cannot have with any other brand.

?If a consumer is considering the purchase of an HD product, we believe that given our lineage and expertise in the category, Sony should be the only consideration. With this comprehensive campaign we will also demystify all of the fears associated with purchasing a high-definition product. ?

The campaign encompasses multiple consumer media outlets and platforms, including newspapers, magazines, television, radio, online, wild postings, in-store and out-of-home. The first flight of promotions will launch this weekend and extend through 2008, with initial on-line, newspaper and out-of-home creative focused on introducing the ?HDNA? concept, followed by work telling individual HD product stories across multiple media.

Television spots entitled ?Use It? and ?Plug and Play? promote the full HD experience, and feature Manning and Earnhardt Jr., respectively. The television campaign will premier on network prime time, network sports and on national cable networks broadcasting in high-definition, including HDNet, Discovery HD and Universal HD, among others.

Print advertising focuses on specific knowledge transfer stories. For example, a print ad for the Sony HD Handycam camcorder draws a connection between the Sony Clearvid CMOS image sensors used in the company?s professional HD sports cameras and its HD Handycam consumer camcorders. The headline reads: ?Shoot in high definition just like a network cameraman. On a Sony.?

The print component kicks off in September as well, with high-impact ?HDNA? ads in such magazines as Rolling Stone, US Weekly, Men?s Journal and Entertainment Weekly.

?The HDNA concept will help Sony own the concept of high definition in the minds of people looking for the ultimate entertainment experience,? said William Gelner, executive creative director for 180LA. ?It provides a meaningful platform that ties all of Sony?s products together under one theme, across every medium, in order to create excitement around the best HD products available.?

As part of the campaign, Sony has developed interactive content residing on its e-commerce site, and also syndicated to its retail partners. This content demonstrates the advantages from product to product category that come from Sony's HD knowledge sharing.

These product showcases include demos, articles and links to online tutorials about BRAVIA HDTV sets, HD home theater systems, Blu-ray Disc players, VAIO computers, Cyber-shot cameras, and Handycam camcorders.

The same information can also be found in Spanish at, which was launched last year in support of the fast growing U.S. Hispanic community. In addition, Sony?s ?La Experiencia Sony? Tour? will travel to different retail locations in Los Angeles, Dallas, Houston, Miami and Chicago in support of the ?HDNA? campaign. There will be Spanish language TV and radio commercials in support of the campaign as well.

The ?HDNA? campaign will be highlighted at all 40 Sony Style stores across the country as part of a comprehensive effort to extend the concept at retail. Special ?HDNA? videos will be showcased on continuous high-definition loops in store windows and even on gift bags.

In addition, there are a multitude of in-store elements available to Sony's authorized retailers allowing them to integrate the campaign in their stores.

Promotional items, such as shelf talkers, post wraps, end caps, hang tags and posters, are available for in-store merchandising, as well as ad mats, ad bugs and screen fills for retail circulars.

DaTARIUS Hosts the DVD Forum VPC Verification Seminar        All News        Samsung to Invest $788 Million in Memory Chip Lines
Intel to Move NOR Flash Memory Products for Embedded to 65nm Process Technology     Consumer Electronics News      Toshiba Debuts Third Generation HD DVD Players

Get RSS feed Easy Print E-Mail this Message

Related News
New Sony Software Upgrade, Rolls For Xperia M2 and Xperia M2 Aqua
Sony Brings Hi-Res Audio to the Car
Sony Launches High Dynamic Range Video Support on 4K Ultra HD TVs
Sony Adds Uncompressed 14-Bit RAW Still Image Capture for New α Cameras
Sony Launches The Ultra-sensitive a7S II Full-frame Camera
New Sony Bravia X9000C 4K TV Is Extremely Thin
Sony Unveils Its New Products at IFA 2015
Sony Launches Remote-speaker Hybrid
Sony to Offer Drone Services
Sony introduces next generation SmartBand 2
Licensing Ultra HD Blu-ray Format To Start This Month
Sony's Midrange Xperia C5 Ultra and M5 Smartphones Come With Strong Cameras

Most Popular News
Home | News | All News | Reviews | Articles | Guides | Download | Expert Area | Forum | Site Info
Site best viewed at 1024x768+ - CDRINFO.COM 1998-2015 - All rights reserved -
Privacy policy - Contact Us .