Sony Australia & Sony Mobile Communications ‘for lovers of entertainment’ campaign via Euro RSCG debuts tonight during The Voice finale

Sony Australia and Sony Mobile Communications have collaborated in a new campaign highlighting the release of their best ever TVs and smartphones. 

Set to debut during the blockbuster finale of The Voice, the joint campaign is a first for the companies and illustrates the importance of how, where and when people like to be entertained.

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Featuring award-winning Australian actor Richard Roxburgh as its chief storyteller, the campaign targets a group that Sony calls “Digital Entertainment Junkies” – those passionate about entertainment, whether it’s a TV show, movie, music or a video game. Increasingly, reports show they’re also using multiple devices to experience and share their entertainment.

Says Carl Rose, managing director, Sony Australia and New Zealand: “We know that entertainment lovers really appreciate great quality products as they enable the best entertainment experience possible – and therefore understand the quality that Sony can deliver. This new campaign unites two Sony products, BRAVIA TVs and Xperia smartphones and emphasises the premium entertainment experience Sony offers.”

Demonstrating the entertainment breadth of the Sony group, the new campaign also features content from other Sony divisions – with Men In Black, The Amazing Spider-Man and The Vow from Sony Pictures and Gran Turismo 5 from Sony Computer Entertainment appearing on screens.

Says John Featherstone, managing director of Sony Mobile, Oceania: “This campaign brings to life Sony’s passion for entertainment in every format, and shows how our Xperia smartphone range is quickly becoming a key entertainment hub for consumers. Combining the most well known Sony product, a TV with its newest – the smartphone – we have the opportunity to illustrate Sony’s quality promise extending from the smaller screen to the big screen at home.”

For the campaign, Sony has chosen media channels that naturally appeal to entertainment lovers to deliver this message – including blockbuster TV programming, new release films at the cinema and in-mall digital media.

Taking the campaign further, Sony will extend the ‘for lovers of entertainment’ concept into social media, with Sony Australia and Sony Mobile Facebook communities encouraged to identify which Entertainment Obsessive Type they are.

The activity launches today and will be in market for a few months. The campaign was developed in Australia by Euro RSCG and represents the first media buy for both companies by OMG.

Says Steve Coll, executive creative director from Euro RSCG: “We were briefed to create Sony’s first ever campaign bringing together Sony TVs and Sony smartphones. As the only company that creates both the content and the best-quality screens, Sony attracts those who want the very best entertainment experience. We wanted to celebrate all those people and the many different ways they love entertainment.”

Creative Agency: Euro RSCG

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