In a media buy reminiscent of Target’s recent New Yorker print effort, Sony is taking over the entire Style.com site today for the launch of its new line of flat screen TVs.
Sony’s agency, Universal McCann, made the buy, the value of which was not disclosed. The Style.com placements are part of a larger online effort to launch the new Bravia brand.
In an unusual move for a consumer electronics marketer, Sony is specifically targeting women with the Style.com buy. Creative reads “Introducing Bravia. The World’s First Television for Men and Women.”
“It was part of their marketing strategy to speak directly to women. That’s reason number one [that they chose Style.com],” said Dee Salomon, senior vice president and managing director of Style.com. “The other strong reason is the TV is beautifully designed. They’re looking at Style.com readers and noticing that they really care about aesthetics.”
Creative units will include all of Style.com’s usual placements, including a 720 x 440 ad. Additionally, Sony will employ floating rich media. Salomon said she isn’t concerned about being able to deliver an audience to Sony, nor is she worried that the one-day takeover will prevent the site from being able to deliver on other campaigns.
“Our traffic has been so above our expectations that we’re not worried about the inventory situation,” she said.
The publisher, the online presence of Condé Nast print properties Vogue and W, says it usually gets 5 million daily pageviews from 80,000 unique users while fashion shows are taking place. Though the New York Fashion Week just concluded, shows are currently taking place in Milan. It’s the first time Style.com has been sponsored by a single advertiser.
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