Agency: Leo Burnett M&T, Ho Chi Minh City, Vietnam
Sony battles other Asian global brands for Vietnam's growing middle class
[Ho Chi Minh City] Sony is breaking its first brand TV spot created specifically for Vietnam's rising middle class in late January. Although Sony historically has been perceived as a leader in technology, over the past five years the Japanese marketer has lost its footing to up-and-coming Korean competitors like Samsung Electronics and LG.
The 60-second romance/action spot, developed by Publicis Groupe's joint venture in Vietnam, Leo Burnett M&T, features Sony Wega TV sets. In the commercial, a young Asian traveler makes contact with a beautiful girl, who is whisked away on a fast train. Inspired by a flashback to a classic romance film he watched the night before-on his glamorous Sony Wega TV-the man pursues the girl. After an epic chase scene through a gritty Asian city, he arrives at the next station to await the train. As it disappears once again down the tracks, the viewer think he's too late, but a twist reveals the girl waiting patiently for him on the platform. The tag line is "Intensify Your Life."
The "biggest challenge is to get consumers to love the Sony brand again, to such a degree they're prepared to pay a price differentiation for a premium brand when they often can't visibly see the quality difference," said Jonathan Swanepoel, creative director, Leo Burnett M&T, Ho Chi Minh City. It's a lot toask "given the local market dynamics." The spot will run through the end of 2004.