Sony gets Full On behind HD

By Matthew Henry

SYDNEY: Sony has launched its ‘Full On, Full HD’ advertising campaign through which the brand will seek to generate consumer excitement about its high definition products during the busy Christmas sales period.

The multi-faceted educational campaign will include HD World point-of-sale materials and an interactive website, both tailored to increase consumer and retailer understanding of high definition technology.

“We know HD will change the retail landscape completely, and we’ve made a promise that we will simplify the messages surrounding HD,” said Sony Australia national sales manager, David Hargreaves.

“Demystifying any misconceptions and at the same time demonstrating the full on possibilities that HD can offer is a priority for us and we will be working with our retail partners to present this solution to customers.”

The microsite will launch on 26 October, and showcases Sony’s HD-capable product ranges with explanations of the various acronyms and technologies associated with HD.

Sony hopes to establish a highly visible in-store presence through colourful display stands showing-off its latest HD products.

The campaign will also feature three category specific sub-campaigns  – Full On Colour for Sony’s Bravia and SXRD TVs, Full On Detail for the brand’s HD Handycams, and Full On Possibilities for its Blu-ray enabled Vaio notebook PC.

Sony will not be the only brand speaking directly to consumers about high definition technology during the busy end-of-year period, with LG Electronics continuing its HD educational campaign through to 2007.


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