Sony has launched a major advertising campaign to promote its chain of Sony Centre retail outlets and its online store sonystyle.co.uk over the Christmas and New Year periods.
The campaign, which will run across print, television, online and will be back up by in-store displays, broke yesterday and will be followed up by product specific advertisements for its photo frame range, Bravia brand and its new dancing portable music player, Rolly.
The advert is designed to reflect Sony's brand values of optimism and vibrancy, and drive home the various product areas covered by its Sony Centres, including Sound, Vision, Computing, Gaming, Imaging and Service.
It will be backed up by new POS in stores, as well as newly designed Sony Centre bags featuring the new rainbow theme, which according to the firm, are central to the campaign.
POS materials, which are being handled by below-the-line marketing agency Iris, include window banners, POS stands, gift guides and posters detailing services available to customers.
Speaking to BrandRepublic, general manager of marketing at Sony, Matt Coombe said: "The ads revolve around the Sony bag as the main character, which you take your products home in and they come to life."