Sony is to launch a major pan-European marketing campaign aimed at "demonstrating the breadth and depth of the company's HD proposition and to educate consumers about the intricacies of HD".
As we've shown from both surveys and circumstantial evidence, there's a high awareness of high definition amongst European consumers (92%), yet there's a significant lack of understanding about some of the details. For example, only 59% have heard of the term "HD Ready" and only 13% know about "Full HD 1080" (though that's marketing speak in itself).
Sony's campaign will include a range of TV and cinema advertising, in-store branding, an online PR campaign, web site, and a "Guide to HD" DVD that will educate consumers on the full range and benefits of HD (from a Sony perspective, naturally - I bet we won't see HD DVD mentioned much).
Part of the campaign is called "Experiment", which Sony describes as:
"Experiment" shows Sony testing its HD products to the limit with a variety of unusual and creative experiments. An Apricot Poodle, classic 1971 Ford Mustang Mach 1, custom built industrial bubble machines, neon half pipe and 5000 litres of foam all serve to create the craziest spectacle that only the very best HD equipment can capture. The ultimate aim of "Experiment" is to demonstrate how only Sony can offer High Definition like no other."
Sony also plan to release behind the scenes footage of the filming of the ad, in much the same way as they did for their BRAVIA paint ad.
So, expect to see advertising.like.no.other from Sony this summer, extolling Blu-ray, BRAVIA, and everything else Sony.
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