Sony builds Wega image for TET sale

The new TVC, 'Freeze', underscores the 'Intensify Your Life' positioning Sony uses in Vietnam, showing passers-by so enthralled by the sight of a Wega TV in a shop window that they cannot move. They are only released when a sales assistant switches off the set. "The key idea behind the campaign was to demonstrate how one can become totally fixated by the intensity of the Wega TV screen by overly exaggerating the situation," said Piet Human, creative director for Sony Vietnam's ad agency, Leo Burnett M&T Vietnam. The TVC is running on national broadcaster Vietnam Television and Hochiminh Television, airing in the country's largest market, with print ads focusing on Ho Chi Minh and Hanoi. Starcom Vietnam handled media buying. Burnett has also fashioned additional executions to support upmarket models Wega Plasma and Wega Super Sound, as well as Sony's Cybershot and Handycam digital imaging brands, to capitalise on the buying spree in the run-up to TET. "All of these campaigns spin around Sony Intensify Your Life and create a perception that Sony is an innovative and forward-moving brand with hi-tech and diversified products," said Pham Thi Dieu Anh, associate account director at Burnett. Sony Vietnam, facing competition from other international electrical goods firms such as Samsung and LG, spent around US$900,000 on media last year, according to estimates from TNS, making it one of Vietnam's biggest advertisers.