The electronics manufacturer is hoping to encourage consumers to spend before Christmas. Included in the brand's VAT cashback offer are products such as e-readers, compact cameras and Blu-ray players.
The idea was developed by marketing agency Crayon London after research highlighted consumer concern over the VAT rise. Sony then briefed creative agency True Worldwide to bring the promotion to life through an ad campaign, which breaks tomorrow night (28 October).
The ad is a modern-day version of the Charles Dickens classic tale, ‘A Christmas Carol’. It opens with a bedraggled Scrooge (played by Jacobi) alone in a gloomy London flat on Christmas Eve.
He reads aloud from a newspaper headline: "VAT back… Sony… ends Christmas Eve," and is instantly transformed into an upbeat, warm-hearted Scrooge, so inspired by the news that he buys an array of Sony goods as gifts for his friends and family.
Sony’s planning and buying agency OMD UK has bought an extended two-minute launch slot for the ad, which breaks at 9.15pm during ITV1’s ‘X-Factor’; while three 20-second versions of the ad promoting the scheme in Sony Centres will air from November and will focus on three products: 3DTV, Vaio and the Sony Nex camera.
Digital agency Dare has created a , while social media activity on sites including Facebook and Youtube will support the campaign. Ads will also run across press and online.
Matt Coombe, Sony UK’s general manager of brand and consumer marketing, said: "Our latest campaign combines an innovative concept with creative scripting, which I believe the audience will not only enjoy watching but will also greatly appreciate at this financially challenging time of year."
Consumer wishing to take advantage of the deal must buy a selected product from one of Sony’s authorised dealers – including John Lewis, Tesco Extra, M&S Home, PC World, Amazon, Currys and Argo – by 24 December and claim back the VAT before 31 January 2011.
Earlier this month, .
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