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SONY TOUTS NEW DIGITAL STRATEGY

Published on .

(April 26, 2001) -- Sony Electronics on Wednesday screened a series of new TV spots and ad concepts at a media briefing to showcase its marketing effort to help promote Sony's platform-based strategy of connected digital devices.

A dozen new TV spots created by WPP Group's Y&R Advertising, New York and Irvine, Calif., tout three digital platforms -- home entertainment, exemplified by the theme "A place called Sony"; a personal network concept, bearing the "Creative Living" theme; and portable audio, symbolized by "Plato," a small, blue alien who began appearing in advertising last year.

All of Sony's advertising is wrapped under the umbrella theme "Dream On." Y&R, Sony's agency partner for nearly three years, has been instrumental in helping the consumer electronics giant create an emotional bond with people, creating fanciful, provocative and humorous advertising that celebrates unity and eclecticism. See the full story. -- Tobi Elkin

Copyright April 2001, Crain Communications Inc.

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