Sony has embarked on a new marketing strategy which aims to
convince consumers to buy all their home technology products from the
Japanese firm. A new ad campaign out this week pushes the fact that, for
the first time, Sony’s camcorders and mobile phones can be connected to
The electronics giant is keen to grab a piece of the digital market, and
all its products will be digitally compatible from next year. By linking
camcorders and mobile phones with PCs, consumers can e-mail images to
friends and family. Hi-fis can also be linked.
In line with its new VAIO World strategy - which stands for Video and
Audio Integrated Operation - Sony has restructured its business
All ten of Sony’s product companies, which previously operated
independently within the group, will work together and use PC technology
as a common platform for future products.
The ads were created by BMP DDB, and will appear in national, computer,
and business press.