Sony launches new campaign

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The launch of make.believe in Australia, a unifying brand idea that spans across all of Sony’s divisions – Sony Australia, Sony Computer Entertainment Australia, Sony Music, Sony Ericsson, Sony Pictures Releasing Australia, and Sony Pictures Home Entertainment.

Sony’s range of businesses extends from electronics hardware, including professional and consumer products, to entertainment such as movies, music and games, as well as network services such as PlayStation®Network.

By aligning all its external communication efforts and delivering a consistent, unified message to consumers, Sony seeks to enhance the strength and reach of its brand across countries.

“make.believe now appears across Sony’s advertising, promotional materials, sports sponsorships, product packaging, retail outlets and online content,” said Vanessa Hamilton, group manager, brand marketing at Sony Australia.

“The combined strength of the Sony companies will enable us to deliver a more compelling, content-rich proposition for retailers and consumers alike. For example, Sony is involved throughout the entire process of 3D – from development, to production of 3D hardware and content.”

Central to the Australian campaign is the locally created website: www.sony.com.au/makedotbelieve. This site showcases the stories of creators and innovators, designers and engineers.  

The website will continue to profile stories from across the Sony companies over the coming months. Sony will also be launching an initiative called make.believe. Sony will provide the funding and access to talent and events to help the selected participants achieve their goals.

make.believe will be supported by a TV campaign across the Seven Network led by a global creative execution, as well as a heavy online to reach Sony’s digital entertainment audiences.

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