The Sony summer sale is Sony ANZ’s largest annual campaign which coincides with the XMAS shopping season.
The 2015 Summer with Sony campaign continued the summer theme from previous years with beaches and loveable cartoon characters as the central design artefacts. There were two strains of the campaign to cover Sony’s wide range of products and to differentiate the premium products e.g. High-end Digital Imaging (still & video cameras, lenses).
Cartoon characters interacting with the products on a summer beach gave customers a welcoming and engaging feeling. For a premium feel, to have a strong visual impact and to differentiate the high-end products the artwork consistently used the sub-brand colour i.e. cinnabar – integrating into a sunset scene.
To present multiple offers, stacked colour boxes worked as platforms with products sitting inside so as to showcase the different offers. The ‘box concept’ drew more attention to the products inside of the box space, providing a 3D depth perception on a 2D medium.
The Summer with Sony campaign achieved great success in the market, with positive feedback from Sony stores & third-party retailers and helped Sony ANZ meet sales targets.