Sony to go cross media with WEGA campaign

Sony to go cross media with WEGA campaign

Author | exchange4media News Service | Thursday, May 16,2002 7:22 AM

Sony to go cross media with WEGA campaign Avinash Sahu

With the World Cup around the corner TV manufacturers are expecting a pick up in demand after the lull in the past year. Sony TV is launching its new WEGA in major publications across India. The half page ads from Sony will run for 5 weeks during the World Cup Football season. The campaign will feature the WEGA range with life style cues and a young feel & look directed at today''s consumer. During this period, Sony is going to launch its international TV commercial on national and regional channels too, urging people to move to true-to-life images brought by Sony-WEGA. Consumers who are shopping for a TV will also get to see exciting POS material featuring Sony WEGA and the attractive offers from Sony for the Football Season.

Speaking on this, T Ishii, Managing Director, Sony India P. Ltd., said, "The media has created excellent buzz around World Cup Football and today it has caught the imagination of people not just in states like West Bengal, Kerala and Goa, but has spread to other parts of the country, mainly the metros. So our communication during this period is targeted at all Metros and also the traditional football states. Sony already is the leader in flat TV segment with over 40% market share and we intend to grab a major chunk of the expected demand surge during this period."

"In fact we anticipate many will be in the mood to upgrade to large screen flat TVs to savor the action packed moments. We believe, this will add to the demand in our 29" and 34" WEGA models during this period, as watching it on WEGA large screen TVs will be the next best thing to being there. Our latest launch - the large screen WEGA XJ 29 has been timed for this season," said Ishii. Sony India will be shortly introducing 0% financing for its large screen WEGA models across the country.

Sony India has also developed World Cup Specific POS material including Posters, danglers, buntings etc. "We intend to capture a sizeable chunk of this audience and we are targeting to maintain our leadership position," added Ishii.

"Research has always revealed that WEGA enjoys tremendous equity among owners and prospects and it has been the unanimous first choice when it comes to flat TVs. In fact, the advertising strategy is consciously consumer focused, wherein this latent aspiration has been articulated as ''I want my WEGA!''. Our communication message has been highlighting this technology differentiator, talking to today''s consumer in today''s language," Ishii.

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