Sony BRAVIA is offering free exclusive, PlayStation®Portable content to support their highly anticipated sequel to the ground-breaking ‘Balls’ ad. The collaboration will form part of a wider European digital marketing campaign surrounding the new ad for the brand’s range of market-leading, high definition LCD TVs.
The innovative tie-in with PSP will focus on building relationships by providing valuable content to a demanding audience who appreciate clarity, quality and colour like no other – a natural fit for BRAVIA whose LCD TVs provide a viewing experience with true-to-life colours. In providing similar content to bloggers as part of the wider campaign, Sony is looking to offer consumers exactly what content they demand in the different ways they demand it.
David Patton, Senior Vice President Sony Europe commented, “There is a natural fit between BRAVIA and the PSP audience who appreciate the clarity and colour reproduction of BRAVIA’s LCD screens. Our intention is simply to deliver the best content to those interested in our advertising, using their favourite technology.”
Sony BRAVIA will be taking their relationship with PSP one stage further to produce content designed specifically for the PSP audience on Yourpsp.com as well as bravia-advert.com. Yourpsp.com members will receive exclusive access ahead of the content being distributed through bravia-advert.com. Content will also be made available through PlayStation®Spot and WiFi distribution points which Sony Consumer Entertainment Europe are deploying at festivals, events and retailers.
Stephane Hareau, PSP Senior Brand Manager for Europe at Sony Computer Entertainment commented, “PlayStation is always looking for compelling content for the PSP audience. Based on the level of interest in last year’s BRAVIA ‘Balls’ advert we are really pleased to be able to make this new content available to the millions of PSP users across Europe through yourpsp.com and our PlayStation®Spot network.”
Wider Marketing Campaign
The TV commercial will be directed by award-winning Director Jonathan Glazer and uses paint to illustrate the Sony BRAVIA LCD TV’s ability to recreate true-to-life colours. The campaign in its entirety will focus on communicating positively with the brand’s audience of digital influencers, which grew exponentially after the 2005 ad launch. As such, Sony BRAVIA will be increasing the quality of content available for bloggers, forums and social media to download and increasing the channels through which it is distributed.
In order to further support the commercial online, a constant stream of content will be released with the intention of delivering Sony BRAVIA advertising information to an established online audience who now expect to be communicated with.
Additional content formatted for the PSP as well as Sony BRAVIA’s online audience will include video blogs from the set of the ad, podcasts of interviews and commentary from the set, written blog entries, extensive behind the scenes footage and high quality photography.
Sony BRAVIA ‘Balls’:
• Over 7 million views of the advert and related video content on third party sites
• Over 1 million views of the advert and related video content on BRAVIA-advert.com
• 8000 sites linking to BRAVIA-advert – Including over 2800 weblogs
BRAVIA-advert – number one result of Google search for BRAVIA as a result of the blog links in and out of the site. Last year BRAVIA-advert drip fed content through its site in a number of formats including those suitable for the Sony PSP, this time BRAVIA are producing content (some of it exclusive) specifically for PSP users.
Established in 1998, Tonic is an independent creative agency specialising in digital design and marketing. With clients that include Sony Europe, PricewaterhouseCoopers, Viacom Outdoor & London Fashion Week, Tonic creates, communicates and promotes brands using a broad range of digital media.
Recently Tonic launched a new venture, Tonic Vision to focus specifically the Outdoor Digital market.
Sony manufactures audio, video, communications and information technology products for the global consumer and professional markets. With its music, pictures, game and online businesses, Sony is uniquely positioned to be one of the World´s Leading Consumer Brands. Sony recorded consolidated annual sales of EUR 54.96 billion (yen 7,475 billion) for the fiscal year ended March 31, 2006 and it employs approximately 158,500 people worldwide.
In Europe, Sony recorded consolidated annual sales of EUR 12.61 billion (yen 1,715 billion) for the fiscal year ended March 31, 2006, based on an average market exchange rate for the same period of yen 136 to the EUR. Sony Europe, headquartered at the Sony Center am Potsdamer Platz in Berlin, is responsible for the company's European electronics business and registered consolidated sales of EUR 8.22 billion (yen 1,118 billion) for the fiscal year ended March 31, 2006.