Sony is involved in many different marketing endeavors, as one of the largest and most pervasive companies in the world. Sony's previous slogans are "The One and Only", "This is Sony", "like.no.other" and "make.believe". His current slogan is "BE MOVED".
Video Sony marketing
General campaigns
It was for the TR-6 radio that Sony first contracted Atchan, a cartoon character created by Fuyuhiko Okabe, to become his advertising character. Now known as "Sony Boy", the character first appeared in a cartoon ad holding TR-6 to his ears, but later represented the company in advertising for various products until the mid-sixties.
make.believe
Sony announced its brand strategy at IFA 2009 to replace the moniker "like.no.other". The word "make.believe" forms "Sony Group Brand Messages." The words are designed to unite the company's efforts in communication, and to revive the Sony brand. This marks the first time each message has been presented to represent a variety of company products. Previously, the company adopted a separate strategy in the promotion of entertainment and electronic products.
After the announcement of the "make.believe" brand strategy, the company includes a logo at the end of the ad. Not until November 2009 launched its first ad. Sony expanded its initial ads for print, television, digital, and outdoor advertising across Europe. The company launched the "make.believe" strategy in the United States in January 2010.
Sony budgeted US $ 100 million for the "make.believe" campaign in 2010. That same year, Sony launched the second part of the campaign, focusing on promoting its 3D offerings. It broadcasts television commercials featuring American soccer player Peyton Manning and pop singer Justin Timberlake. These ads are meant to teach consumers about 3D and reduce misunderstandings about technology. As part of the drive, the company plans to conduct several thousand demonstrations in retail settings, allowing consumers to view 3D technology instantly.
Maps Sony marketing
Product-specific campaigns
BRAVIA
The BRAVIA brand uses the slogan "Evolve"
Specific ads
The launch of BRAVIA is supported by ad campaigns, with ads featuring 250,000 bright (real, not computer-generated) bright rubber balls bouncing off the San Francisco road. The idea was brought to life by director Nicolai Fuglsig with the help of special effects teacher Barry Conner based in Los Angeles. In addition to 12 air mortars, Conner lowered three giant jumps, each lifting 50 feet into the air and containing 35,000 colored rocking balls. The first shot required 50,000 balls to be sent down the hill, colliding at a crossroads with another 50,000 fired along side roads. A team of 50 interns was collecting the ball for six people needed in more than four days to film the ad. Golf nets are erected on the sides of the road and every channel is blocked.
The idea was originally a segment of the Late Show with David Letterman in 1996, in which balls bounced over on the same road. Fallon, the advertising agency involved with the ad, denied ever witnessing the episode and claimed that the resemblance was a coincidence. The ad is accompanied by the song "Heartbeats", written by Swedish duo The Knife and performed by JosÃÆ'Â © GonzÃÆ'¡lez. The song became very popular on radio stations in the UK after it was released by Peacefrog Records and helped her debut album Veneer reach number 7 on the UK album chart. This ad shows in common with the original Heartbeats video The Knife, directed by Johannes Nyholm, Andreas Nilsson, Bo Melin. It's possible that the original video inspired the commercial video maker.
Parody
The parody of this ad is run in the UK by Tango, a brand of soft drinks. Filmed in Swansea, Wales, it featured a fruit in place of bouncing balls and using the same music.
Circulating just across the internet, a video that was filmed by the clan featured 64 players simultaneously jumping down the slope and passing the Humvee on the Sharqi Peninsula, a map at Battlefield 2 . Instead of "BRAVIA - Colors like no other" at the end of the original ad, the clan video reads "Bunny hopping - Unlike the others."
On Belgian television, VT4 channels show ads for soccer events, using soccer balls and music similar to Sony's ads.
At the 2008 Gaming Developer Conference, the Crytek video game developer reproduced the ad to demonstrate its CryEngine 2 gaming machine. Instead of a multi-color bouncy ball, Crytek used bouncing Utah's pitch. At the end of the demonstration, the video reads "Realtime - Unlike the others."
"Cat"
Following from the original advertisement, Jonathan Glazer directed the latter in which the tower blocks that were cursed at Toryglen in Glasgow, Scotland covered in an environmentally friendly 70000 liter paint with the help of over 1400 separate explosions displayed as imitation fireworks, ending with a simulated "demolition" of the building. It was filmed with a crew of 200 people over a 10-day period in July 2006. The music used in this ad is Overture to The Thieving Magpie by Gioachino Rossini. The tower block was destroyed in 2007.
"Play-Doh"
It was filmed on a street in New York City where 200 rabbits made from 2.5 tons of plastisin band together to form a giant 30 foot bunny. The accompanying soundtrack is "He Rainbow" by The Rolling Stones. The ad was filmed in New York City.
"Pyramid"
An ad filmed in Egypt featuring thousands of colored cotton rolls falling on the pyramid. The cotton rolls are not really rolling pyramids but rather the composition of real recording and CGI.
India
Ads in India show thousands of square anthropomorphic pixels. The green face of a Kathakali dancer turns into a pixel that runs away from her. She found her face later on Sony BRAVIA TV.
Domino
This advertising campaign was launched in October 2008. Was shot at a location in the states of Rajasthan and Uttar Pradesh in India. A 60-second Dominos video takes viewers on a journey on a colorful journey, from a magnificent fortress in Jaisalmer through the desert to the Taj Mahal in Agra. The music for the place was made by Song Zu and Darker My Love's Rob Barbato.
BRAVIA-drome
In December 2008, Sony filmed a large zoetrope called BRAVIA-drome in Venaria, Italy to advertise Motionflow 240 Hz at Sony BRAVIA KDL-52XBR7.
Motionflow 200 Hz/240 Hz is Sony's motion interpolation technology, in which three new frames are added per second to smooth the image. Sixty-four football players Da Pro Kaká¡ are used inside BRAVIA-drome to show that with the increase in image frequency (the speed at which the zoetrope is rotated), there is an increase in the smoothness of motion. With a size of 10 meters and a weight of 10 tons, BRAVIA-drome has been officially declared the world's largest zoetrope by Guinness World Records.
The ad is directed by Vernie Yeung, produced by Fallon Worldwide, the agency behind the "Balls", "Paint" and "Play-doh" trilogy, and is currently airing in Australia. The music used in this ad is "Underdog", by Kasabian.
UBS Network News: Tape Story
On November 10, 2008, a video was uploaded on YouTube by "UBS Network News", a counterfeit news report about an anonymous video claiming to be an "Unrecognized Object of Move" (UFMO). The second part, uploaded on November 24, showed a reporter interviewing a "scientist" about the object, who apparently left the exhaust like a rocket. However, in the last video, uploaded on November 25, it was revealed that the video was part of an ad campaign by Sony and when BRAVIA Televisions was installed, the recording was actually "showing" (the original recording did not really show) Canadian skater Cindy Klassen.
PlayStation
The PlayStation brand uses several slogans for their ads, these slogans are "Greatness Awaits", "It's For The Players" and "The Best Places To Play"
Kevin Butler
Kevin Butler (played by actor Jerry Lambert) is a marketing character used by Sony Computer Entertainment America as part of their promotional campaign It Only Does Everything (2009-2011) and Long Live Play (2011-present) for PlayStation 3 in North America.
The advertising hit starring Kevin Butler has been greeted with positive praise for his cute and lively voice. The game site Kotaku commented on the first two ads released, "What we did not mention was how funny they were." Sony Computer Entertainment America Senior Vice President Peter Dille says that advertising has been "very successful.Consumers love it It's good to hear people like you guys and the result is really in sales because it really flies because it coincides in September with the launch The new PS3. "Engadget also likes the ads that say," We have to hand it over to Sony, they've followed up nicely on their secret "most secret" trade jokes with an ad campaign that's rightly self-conscious. " Destructoid praised the ad, saying it was much better than Sony's previous Sony White ad series, greeted with negative reception, with most calling it "creepy." When Butler appeared at E3 2010, he was greeted with great praise from the audience.
It Just Does Everything
The "It Only Only Everything" campaign runs from 2009 to 2011, featuring PlayStation 3 multimedia and non-game features.
Play Length Straight
From 2011 to 2012, SCEA used the tagline Long Live Play to promote its home console.
Sony admitted in late 2005 to hire graffiti artists to spray paint ads for their PlayStation Portable game system in seven major cities including New York City, Philadelphia, San Francisco, and Sydney, Australia. The mayor of Philadelphia filed a stop and stop order. According to Sony, they pay businesses and building owners to the right of carving their walls. Sony does not make plans to save or attract ads.
In November 2006, a marketing company employed by Sony created a website titled "What I want for Xmas is the PSP", designed to promote PSP through viral marketing. This site contains a blog, supposedly written by "Charlie", a teenager trying to get a friend "Jeremy" his parents to buy him a PSP, providing links to T-shirt iron-ons, Christmas cards and "music videos" from Charlie or Jeremy "rap". However, visitors to the website soon discovered that the website was registered to a marketing company, exposing sites on sites like YouTube and digg, and Sony was forced to acknowledge the origin of the site in a post on the blog, stating that they would start then "keep making cool products "and that they will use the website for" facts on the PSP ". This site has been deleted. In an interview with next-gen.biz, Sony admitted that the idea was "poorly executed".
Sony Ericsson
Sony Ericsson, a joint venture between Sony and the Swedish company Ericsson, uses the logo "liquid identity". The company adopted the "make.believe" tagline in 2009. As part of the rebranding effort, the company spread the logo in seven color variations. The company's goal is to attract consumer emotions and promote itself more effectively in digital media. Saatchi & amp; Saatchi, Iris and Dare set up a campaign.
Another component of a corporate campaign is a viral marketing campaign known as "spark something." Advertising in a viral attempt raises the question: "what if the dream can come true?"
Walkman
Sony's marketing team produced their first ad, a print ad, in 1979 called
Differentiating . Walkman marketing introduces the idea of ​​'Japan-ness' into a global culture, identical to miniaturization and high technology. It was also launched as a Walkman in Asia, the Middle East and Latin America. Launched as Freestyle in Sweden, because Sony's staff in Sweden objected to the forbidden connotations of the word "dark passenger". The use of these different names means that the same product should be promoted with different logo and design packages. Prior to the launch of the Walkman, Sony distributed 100 cassette players to influential individuals such as magazine editors and musicians.
The US introduction campaign for Sony Walkman was made at New York's international advertising office, McCann-Erickson, who had won a Sony account a year earlier.
"Walk-men" and "Walk-women" in advertisements are created to be an ideal reflection of the subject being watched. This supposition link that a consumer can have with a product allows one to identify with a personalized device, which can then become an integral part of his life. Sony Walkman ads serve to describe it as a "hip" cultural item. The ads contain young and fit people using Walkman to attract people to buy them. The people in the ads embody the "identity we can make", thus making the Walkman a more attractive product for consumers. Teenagers are targeted by advertising in particular, as Sony executives hope that by marketing their products to teenagers, the Walkman brand will be associated with "youth, activities, sports, recreation, outdoors, fitness, health, movement, [and] getting-out and around ". The word "walkman" itself gives the consumer a vision of the product. In addition to other advertising modes, the walkman can be marketed through its idea as the current cultural definition. "It belongs to our culture because we have built for that little world of meaning, and this brings the object into meaning is what makes it a cultural artifact".
Today, Walkman still retains its role in popular culture, albeit diminished due to the large number of competitors in today's mobile audio devices. Through Sony's efforts to "support certain symbolic meanings and practices - which seem to represent or represent a distinctive 'way of life': the culture of modern society-the end, the post-industry", the Walkman remains, in large part because of its effective advertising , a symbol of freedom and portability that Sony is trying to convey among the younger demographics.
The main component of a Walkman ad campaign is device personalization. Having the ability to customize playlists is a new and exciting revolution in music technology. Potential buyers have the opportunity to choose their perfect partner in terms of mobile listening technology. Despite "all the diversity of this technology, there must be one that is the perfect choice for you". This method of marketing to a vast user base while maintaining the idea that a product is made for every individual "gets [the] best of all possible worlds - mass marketing and personal differentiation". Sony achieves the genius of individual and mass-targeted advertising, allowing the Walkman to be recognized as an influential piece of technology.
Xperia
Xperia currently uses "Entertainment To The Extreme" for their 2018 flagships, Sony Xperia XZ2 and Sony Xperia XZ2 Compact that have previously used "Everything Becomes Wow" for Sony Xperia XZ Premium, Sony Xperia XZ1 and Sony Xperia XZ1 Compact and "Capture Wow of Now "for Sony Xperia XZ.
References
Source of the article : Wikipedia
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