ASIA-PACIFIC Four months after appointing Young & Rubicam Brands as its regional advertising agency, Sony has rolled out a US$4 million integrated push that the electronics giant hopes will rejuvenate its flagging brand appeal across the region.
"Feel' includes a TVC, vignettes and on-ground activities, along with a significant new online presence, developed in conjunction with Starcom and online boutique Nokomai.
The 60-second 'Robots' TV spot represents a departure from typical Sony advertising, featuring a city populated by robots; the only humans are those using Sony products. A robot eventually turns human after listening to a Sony Walkman, followed by the tagline 'Feel'.
"In essence, the robots are a metaphor for the millions of people who have lost touch with their emotions,"said Y&R regional ECD Rowan Chanen. "Too many of us go through our daily lives as if we are on autopilot."
Sony marketing Asia-Pacific senior manager Nophawan Chotiphawat added: 'This creative approach can communicate how Sony provides deeper emotion clearly and in an innovative way, under the branding proposition of 'Sony makes technology you feel'."
The digital component of the campaign, meanwhile, features a new website at www.nowifeel.com, along with a digital media campaign comprising rich media and video ads on regional properties such as Yahoo, Google, MSN, CNet and Hardware Zone.
"The objective was to go beyond traditional advertising and deliver an experience the target audience can engage with,"said Starcom IP director Mark Newton.
The website also features an interactive game that follows a robot through a virtual world, where it interacts with various Sony products.
"We're re-positioning Sony by connecting on the most fundamental human level - feelings - the things that make us 'alive' whether its happiness, pain, anger, passion or hope,?explained Y&R regional creative planning director Rob Campbell.