Agency: True Worldwide
Sony UK has launched its biggest ever tactical campaign to support its new initiative to offer customers ‘VAT Back’ across its product range in a move to help the nation save money on Christmas presents such as compact cameras, e-Readers and Blu-ray players, as well as larger purchases ahead of the forthcoming UK VAT rise in January.
The campaign was developed with retail marketing agency, Crayon London, after extensive consumer testing revealed that the VAT rise is a major concern for consumers, especially during Peak.
Sony appointed the creative agency, True Worldwide, to bring this promotion to life in a way that truly engages the audience during this festive period. T
The advertising campaign promotes the ‘VAT-back’ initiative, featuring actor Sir Derek Jacobi as Ebenezer Scrooge in a modern day portrayal of the Christmas classic ‘A Christmas Carol.’
The advert opens with a bedraggled Scrooge alone in a gloomy London flat on Christmas Eve. He reads a newspaper headline and voices the message aloud ‘V.A.T back…Sony…ends Christmas Eve,’ which transforms him from the well known cold Scrooge character to a new warm man full of the joys of Christmas and inspires him to purchase a wealth of Sony gifts for his friends and family.
Three 20 second versions of the advert have been created for release in November. These promote the scheme in Sony Centres only and focus on three specific products – 3DTV, VAIO and the Sony NEX camera. The adverts will be on air until 20 December.
“As an entertainment company it’s important for us to engage with our customers in everything we create, including our advertising,” said General Manager of Brand and Consumer Marketing, Sony UK, Matt Coombe.
“Our latest campaign combines an innovative concept with creative scripting, which I believe the audience will not only enjoy watching but will also greatly appreciate at this financially challenging time of year.
Digital agency DARE has created a dedicated online hub for this initiative – sony.co.uk/vatback - sharing with consumers all supporting information such as which products are included in the promotion, where to find their nearest store and how to claim their VAT back. This will be supported by social media activity via popular sites such as Facebook and YouTube.
The campaign – a first for a consumer electronics company in the UK – will run until Christmas Eve and feature a wide range of high street retailers such as John Lewis, Tesco Extra, M&S Home, Jessops, PC World, Amazon, Comet, Currys and Argos, as well as independent outlets and Sony Centres.
The TV activity is part of an integrated campaign including press and online, planned and bought by OMDUK. The print advertising will feature the exact same newspaper advert that Scrooge reads in the TV commercial. In-store activation has been handled by creative agency Crayon London.