Thursday, 21 October 2010

Sony Europe has appointed Crayon to launch the new VAIO F Series laptop


Following a competitive pitch, Sony Europe has appointed Crayon to launch the new, highly anticipated VAIO F Series laptop.

The multi-channel campaign, ‘Welcome back emotion’, will include press, digital, out-of-home and retail activity across Europe.

The campaign is set to launch this week and will seek to communicate how great technology, beautifully executed can arouse the genuine passions of the modern day consumer. The creative illustrates that emotional stimulation is the catalyst to the most intense entertainment experiences, by depicting five emotional expressions: wonder; heartache; longing; suspense and joy.  

Each of these emotions reflects one of the VAIO’s core features: Full HD Screen, Blu-ray Disc™ Drive, Dolby® Surround Sound, classic VAIO styling, mind blowing graphics for ultimate gaming and all powered by the latest Intel® Core™ i7 Processor.
Entertainment style

The campaign has been designed to promote the VAIO F Series as the forefront of entertainment style and multi-media technology, bringing emotion to life with stunning intensity.

Valerie Simon from Sony said: “Already familiar with the Sony brand, Crayon demonstrated a deep understanding of our core values and key messages. After seeing a number of creative ideas, it was Crayon’s work that stood out and resonated best across all of our markets.”

Dan Thwaites, Planning Partner at Crayon said: “Our task was to present an engaging idea that spanned channels and markets, and our existing knowledge of the Sony brand, as well as our insight and creative approach allowed us to do just that. We’re thrilled to be working with a brand that is both rich in heritage and innovative as well as much loved by consumers”.

Crayon have worked with the Sony brand since the beginning of 2009 when they were appointed to handle the retail and CRM activity for their consumer electronic brands. In May of this year, Crayon were tasked with creating Sony UK’s summer TV ad which was focused on the trade-in promotion around the World Cup and featured ex-England football managers Terry Venables and Graham
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