Sony Electronics’ e-Solutions unit will be supporting the launch of its e-commerce site SonyStyle.com with a television and online campaign designed by Young & Rubicam.
“E-commerce is about lifestyles, possibilities and convenience, not just price and comparisons,” said the unit’s president and chief executive, Robert Ashcroft. “SonyStyle.com breaks the boundaries of traditional e-commerce sites and is a place where digital lifestyles come alive.”
To convey that message, the company tapped the New York office of Young & Rubicam. Cable and broadcast television creatives developed by the agency will serve to introduce SonyStyle.com using episodic spots detailing the abduction of a shopping mall Santa Claus.
Creatives will air for four weeks in New York, San Francisco, Washington, D.C., Los Angeles and San Diego, beginning November 21.
During that time, an additional online campaign will work to drive traffic to SonyStyle.com through banner ad buys, email marketing and special Web sites.
Consumers are encouraged to help free Santa by visiting a WeHaveSanta.com and by shopping at SonyStyle.com. Silicon Alley-based online agency ORB handled creative development, media planning and buys.
“The objective is to build awareness and drive commerce-enabled traffic to SonyStyle.com in the holiday period, so people can discover SonyStyle.com and the digital lifestyle message it’s delivering to consumers,” said Michael Tive, Sony Electronics E-Solutions’ vice president of marketing.
“We take an irreverent and humorous look at a situation, whereby we position SonyStyle.com as integral to today’s Christmas.”
Sony declined to comment on spending for the campaign other than to say it was in the multimillion-dollar range. Tive also declined to detail specifics of the online advertising buy.
“We’ve done a very intelligent job of purchasing a large number of … targeted impressions online, particularly for consumer types who will be purchasing electronics, who are Sony-loyal, media savvy and connected.”
SonyStyle.com is also offering users a chance at a $10,000 shopping spree in conjunction with the campaign.
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