Premium focus for Sony flagship hi-fi ad
<P>Sony has launched a new TVC to highlight premium features of its flagship Sony Mini Hi-fi. </P>
<P>According to Jessica The, supervisor of home audio and video products, Sony Indonesia, the Mini system commands 60 per cent of the audio home systems market in Indonesia. "These models are important for us to sustain the business," she said. </P>
<P>"We have several line-ups of the Hi-fi system this year, so it's crucial to communicate the flagship model as the 'hero' model, highlighting its core competitive advantage as well as introducing the new, value-added features."<BR>The TVC was created by Playgroup, which was awarded the project last month after a five-way pitch (Media, 13 June). It runs as a follow-up to another Playgroup-created commercial, aired last year, which introduced the unit to the market. </P>
<P>The sequel stars the same sleepy, cartoon alien introduced in the first spot, which this time finds itself constantly interrupted by loud noises and bright lights. </P>
<P>"This is to incorporate the two new features of the Mini: D-Light Sync and X-Trance. D-Light allows you to plug in disco lighting that will be in sync with the music, while X-Trance lets you play with music tracks, much like a DJ would," explained Budiman Gani, managing partner of Playgroup. </P>
<P>The Mini, which retails at 5.5 million rupiah (US$600), primarily targets audiophiles aged 18 to 25 who enjoy throwing parties and listening to their music at high volume.</P>
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07/12/2006
Sony has launched a new TVC to highlight premium features of its flagship Sony Mini Hi-fi.
According to Jessica The, supervisor of home audio and video products, Sony Indonesia, the Mini system commands 60 per cent of the audio home systems market in Indonesia. "These models are important for us to sustain the business," she said.
"We have several line-ups of the Hi-fi system this year, so it's crucial to communicate the flagship model as the 'hero' model, highlighting its core competitive advantage as well as introducing the new, value-added features."
The TVC was created by Playgroup, which was awarded the project last month after a five-way pitch (Media, 13 June). It runs as a follow-up to another Playgroup-created commercial, aired last year, which introduced the unit to the market.
The sequel stars the same sleepy, cartoon alien introduced in the first spot, which this time finds itself constantly interrupted by loud noises and bright lights.
"This is to incorporate the two new features of the Mini: D-Light Sync and X-Trance. D-Light allows you to plug in disco lighting that will be in sync with the music, while X-Trance lets you play with music tracks, much like a DJ would," explained Budiman Gani, managing partner of Playgroup.
The Mini, which retails at 5.5 million rupiah (US$600), primarily targets audiophiles aged 18 to 25 who enjoy throwing parties and listening to their music at high volume.
