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Sony’s New Hdna Campaign Breathes Life Into Its Latest Vaio Computer Offerings


SAN DIEGO, July 2008 -- Sony Electronics today announced that it will launch an integrated marketing campaign in the United States on July 15 touting how its new VAIO all-in-one HD PC/TV and HD Blu-ray Disc enabled notebook are “Born out of” other high-definition products.

The campaign is a continuation of Sony’s focus on HDNA – the notion of high definition being a key part of its DNA -- which debuted last fall and centered on HD leadership across many product categories. The new campaign spotlights two of the new VAIO HD PC models. Consumers can learn more about the new VAIO HD PC lineup through the revamped VAIO site at on July 15.

Sony’s latest VAIO PC marketing effort was developed with those who seek computer innovation in mind. As consumers rely on PCs across all aspects of their lives – to stay in touch with contacts, watch movies or videos, listen to music, manage photo albums, play games, etc., Sony answers with increasingly powerful and versatile VAIO products housing high quality HD entertainment features. The campaign was created with the support of the company’s advertising agency 180 Los Angeles.

“Sony VAIO stands alone in the PC space, providing consumers the best multi-media experience possible with the HD technology used in our popular Sony televisions,” said Stuart Redsun, Sony Electronics’ senior vice president, corporate marketing. “No other brand can bring music, movies, videos, games and pictures to life in one sleek computer like Sony can.”

The campaign encompasses multiple consumer media outlets and platforms including newspaper, magazines, television, cinema, radio, online, in-store and out-of-home. Starting July 15, 30-second commercials will appear during late night TV shows, as well as cable and HD networks, with a key message that the Sony VAIO is “Born out of Sony HD technology” to highlight the new computer’s capability.

Spots will air on “The Tonight Show with Jay Leno,” “Late Night with Conan O’Brien,” and “Jimmy Kimmel Live.” The ad will also appear on cable networks Adult Swim, Comedy Central, ESPN, TBS, VH1, Discovery HD, HD Net, HD Net Movies, MHD, MGM HD, Mojo, and Universal HD, as well as in theaters.

The print campaign will launch with a “takeover” concept that showcases the new VAIO HD notebook in Wired, Rolling Stone, US Weekly and Blender. Complementing that non-traditional execution will be one- and two-page spreads, hitting newsstands in select August through October issues of Best Magazine, Conde Nast Traveler, Details, Entertainment Weekly, ESPN Magazine, Laptop, Men’s Health, Men’s Vogue, Self and Sports Illustrated.

Beginning mid-July, websites like CNET, Google, MSN Yahoo! Homepage, entertainment and music enthusiast, and social/community sites will display rich media and flash banners. At that same time, Sony will sponsor WiFi zones throughout Lower Manhattan in New York City and Union Square in San Francisco. Additionally, residents of Chicago, Los Angeles, Minneapolis, New York, Philadelphia, Phoenix, Richmond, San Diego, San Francisco and Washington D.C. will see their cities covered in campaign creative on billboards, walls, bus shelters, airport terminals and subway stations starting in August.

“The challenge was finding a way to tell the incredible story of the new VAIO that is consistent with our idea - High Definition, it’s in our DNA,” said William Gelner, executive creative director for 180 LA. “Juxtaposing nature with electronics felt like a fresh and interesting way to do that.”

As the campaign kicks off, Sony will be conducting a national search for VAIO PC owners who can show they have enough HDNA qualities to be dubbed “Techsperts” by creating online video essays integrating Sony HD technology. Authentic evangelists of the brand who personify VAIO style – superior Sony HD technology + multimedia experience – are encouraged to step up and show their HDNA. Consumers can enter via a dedicated site for the contest that will go live August.

A main attraction at all Sony Style stores across the country, the campaign will also be part of a comprehensive effort to extend the concept at retail. Stores will be transformed with window displays using technology that allows passersby to interact with an image of a Sony BRAVIA TV to reveal the new VAIO PC products. In-store retail displays will feature dramatic “destinations” for consumers who’ve seen the ads and will be housed in prominent locations throughout stores until the holidays.


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