Sony set to launch seasonal ‘Summertainment’ campaign via Havas Worldwide, Sydney

Sony, via Havas Worldwide Sydney, is set to soon launcd its seasonal campaign called ‘Summertainment’.

The agency commissioned Brooklyn-based illustrator Mike Perry to create the visual for the campaign, depicting iconic elements of summer in Australia. Combining summer and entertainment, this new campaign will be utilised by a number of Sony companies in retail, advertising and social media activations.

Sony Music will feature the Summertainment illustration in its major advertising and retail campaign for the season, while Sony Australia worked with partner Billabong to create a Summertainment TVC promoting the 1001 things to do. The electronics company will also feature Summertainment creative in all its retail promotions for the Christmas sales period, with an additional online investment driving to a Summertainment gift guide.

VIEW THE SPOT

As part of Summertainment, the Sony companies have combined in Australia for the first time with a social media activation. An application highlighting “1001 things to do this summer” will feature across all companies’ Facebook platforms, with a host of competitions and prizes – such as a trip to Hawaii and a Slash signed guitar – from now until the end of summer. The app will crowd source to build the 1001 list, with visitors able to submit their own summer ideas. Personal summer to-do lists can also be created within the app.

Sony has integrated its Summertainment campaign into a number of digital platforms, including:

The three-month long Summertainment Facebook activation with 1001 ideas for summer

QR code link to Sony gift ideas and product information from POS material

A comprehensive 20 page online gift guide

An extensive digital media campaign with CNet promoting Sony’s product range

Says Nicolas Barendson, General Manager of Marketing, Sony Australia: “The Sony group of companies combined can deliver the entertainment people love – music, movies and games – and the products they use to enjoy this. In this three-month long campaign, Sony can engage and entertain people throughout the entire summer period.

We worked closely across the group to create a social media activation that will engage all our fans. This joint campaign allows us to reach over 2 million of the Sony companies’ combined Facebook fans with the best activities to do indoors or outdoors – integrating movies, music, gadgets, gaming, prizes and more.”

Creative Agency: Havas Worldwide Sydney

Public Relations: Hausmann Communications