Sony Electronics launched its largest integrated marketing campaign in the U.S. featuring high definition DNA known as HDNA.
The new Sony campaign has an overall value of $100 Million and goes across product categories offering HD entertainment experiences.
The campaign, featuring Super Bowl MVP Peyton Manning of the Indianapolis Colts and NASCAR’s Dale Earnhardt, Jr.. An HDNA logo appears at the center of all of the communications surrounded by graphic molecules that symbolize DNA strands and the concept of HD knowledge transfer. The copy in every ad includes the line “High Definition. It’s in our DNA.”
The first flight of promotions will launch this weekend and extend through 2008, with initial on-line, newspaper and out-of-home creative focused on introducing the HDNA concept, followed by work telling individual HD product stories across multiple media.
The campaign, which breaks in September, was developed with support of Sony Electronics’ advertising agency 180 Los Angeles.
Via this Sony press-release.
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