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ADVERTISING CAMPAIGNS

Sony ‘Soundville’ advert

Agency: Fallon

Client: Sony

Sony Europe has launched a pan European digital campaign, which for the first time ever unites all their audio product categories under one banner – “The Power of Sound”.

The move has been taken after the electronics giant recognised that in the digital download era many people are losing sight of the importance of sound quality in creating a truly rich and engaging entertainment experience.

To highlight the emotional power of sound Sony has developed this campaign in a bid to drive reappraisal of consumers’ priorities around sound quality and to demonstrate Sony leadership in this territory.

“Sony built its reputation on the quest for great sound” said Head of Online for Sony Audio-Video Marketing Europe, Patrick Butler.

“It’s a passion that runs deep among our product engineers. After all we are one of the largest music and movie companies in the World, so we understand sound from the artistic, recording and production sides, which feeds into our hardware design too.

He added, “Sometimes our engineers go to extreme lengths to achieve the truly natural sound reproduction.”

The campaign centres on a living sound experiment based in the Icelandic town of Seydisfjordur.

Fallon’s Creative Director Juan Cabral staged a huge real-time experiment in a bid to capture just how powerfully affected the people of this small, isolated settlement would be by being immersed in sound.

The project included unique musical contributions from twelve artists including Richard Fearless (Death in Vegas), Mum, Bob Dylan, Toumani Diabate, Roberto Goyeneche, Murcof, Guillemots and even Cabral’s brother Federico who contributed a song.

The result is some intriguing film reportage capturing human responses, set against a stark and beautiful backdrop.

A series of interior shoots were also performed in a “laboratory” setting, in order to demonstrate how some of Sony’s latest products ranging from the X-series “extraordinary bass” headphones, through wireless music hub hi-fis to unique home cinema systems with exceptionally slim speakers all deliver the true power of sound.

Long term Sony partner Tonic took Cabral’s film and sound creations and built a  highly interactive website which communicates the importance of sound and encourages users to experiment further with the science and engineering behind Sony sound quality, as well as providing a more in depth explanation of the key products themselves.

“We know that, having intrigued customers at the emotional level it’s important to reflect these brand values a all steps in the online journey, so we’ve been busy atomising the Soundville content and bringing it to all relevant levels of Sony’s web assets to create a credible and unified journey,” said Tonic co-founder, Ranzie Anthony.

Sony’s Butler explained that this had been achieved by working with Sony’s media partner OMD international, a very significant long term partnership with last.fm,  and an ongoing “Soundville Fantasy Festival” cooperation, backed by advertising on other third party sites and a whole range of social media activation campaigns.

AJR
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