Sony’s new unified brand message

Sony has officially launched its make.believe campaign in Australia, which creates a unified brand message across all Sony divisions including electronics, movies, music and gaming.

The new make.believe marketing campaign spans across all Sony divisions – Sony Australia, Sony Computer Entertainment Australia, Sony Music, Sony Ericsson, Sony Pictures Releasing Australia and Sony Pictures Home Entertainment.

Vanessa Hamilton, group manager, brand marketing at Sony Australia, commented on the new united brand message.

“make.believe now appears across Sony’s advertising, promotional materials, sports sponsorships, product packaging, retail outlets and online content,” she said.

“The combined strength of the Sony companies will enable us to deliver a more compelling, content-rich proposition for retailers and consumers alike. For example, Sony is involved throughout the entire process of 3D – from development, to production of 3D hardware and content.”

A major TV advertising campaign across the Seven network has been launched to support the new brand message as well as a heavy presence online through its website at

An initiative called make.belive Experiences will also be launched and according to Sony, it will ‘give consumers the opportunity to unleash their imagination through technology and entertainment’. The company said that it will provide the funding and access to talent and events to help the selected participants achieve their goals.

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