The brief includes marketing, trade and consumer PR activity, and will begin in March 2004 and run until June. Fees are being discussed. The contract was won after a two-way competitive pitch that took place during September.
‘The campaign strategy will highlight the benefits of integrated digital TVs to a broad spread of target audiences, from students and early adopters to families and the elderly,’ said Kazoo MD Adele Pegden. She heads a five-strong agency team and reports to Sony product manager for digital TV Adrian Northover-Smith and public affairs director Bill Vestey.
‘There are three areas to address: consumer confusion over digital TV, the different products available and the analogue switch-off. Many people are unsure when the latter takes place and how it will affect them,’ said Pegden.
She said the campaign would seek to simplify the benefits of integrated digital TV and explain how the client’s products can ‘revolutionise’ viewing after the analogue switch off.
‘A major part of the campaign will focus on bringing to life the Sony brand values and appealing to a contemporary, style-conscious audience of men and women,’ she added.
National and regional media will be targeted, including a range of style, women, family and technical publications. Regional consumer campaigns are also planned.