Luckily, Sony Vaio's website really creates a very good impression. It is not solely an online ad, but also contains an interactive love story.
The brand uses five different characters to present its five different mobile notebook models. When net users access its micro-site, they can fully understand the uniqueness and individuality of the five characters.
And then a love story will start. While you enjoy watching the love story, you also get the full picture of the five mobile notebooks' functions.
The concept aims to deliver Sony Vaio's brand positioning and product message; this kind of promotional strategy can attract the target group's attention more effectively through the use of an emotional appeal.
The strategy also successfully helps the brand build a so-called 'lifestyle' image via the internet.
In short, this interactive ad enables Sony Vaio to differentiate itself from the crowded IT market, where most of its competitors are still focusing on product functions.
