ASIA-PACIFIC Sony has followed up the launch of its 'Feel' branding campaign with new work for its Walkman product line, as it continues its bid to reinvent its image to consumers in Asia.
The 'Feel Every Sound' drive includes a range of video executions on TV, in cinemas and online. Along with two longer-length executions, the campaign also features 15 shorter spots that are designed to run on websites and be sent via MMS.
The work itself - created by Young & Rubicam Brands - represents a further shift from traditional Sony advertising in Asia, humorously depicting the lives of people who are addicted to sound. Online is handled by Stereotype, while Starcom planned media. "It came out of the proposition of people who think sound is sacred," said Y&R regional executive creative director Rowan Chanen. "People who are addicted to great sound find a perfect solution in Sony's Walkman - it is a better-quality product than Apple."
According to Chanen, the 15 smaller spots are also expected to air on TV, following positive client feedback. The 'Feel' brand architecture will also be extended to cover upcoming creative work the for Cyber-shot, HD and Bravia product lines, among others.
"There is a big push internally to try and break down silos at Sony," said Chanen. "Part of what we're trying to do is help to unite things. Obviously when you do a brand spot, you end up unifying products; if ever there was a company positioned to take advantage of what's going in the world today, it's Sony."
