SONY STORE SHOWS YOU HOW IN NEW CAMPAIGN
By Adnews Staff
MacLaren McCann of Toronto has launched its first advertising campaign for The Sony Store since winning the business in February. The new campaign is designed to build brand presence and position The Sony Store as a solution where people can go to learn about technology. Three television spots, running nationally in both English and French in major markets and on specialty cable stations, launched June 1 for a five-week run. Blair Severn, national marketing manager, retail and e-commerce, said although The Sony Store is a national retail organization, Sony of Canada Ltd. runs the chain in harmony with a network of dealers. As a result, advertising for The Sony Store does not feature any products. Instead it features consumer insight. In this particular campaign, as technology advances, consumers become lost. The new spots play on the idea that heroes of the past are lost in today's world to those who understand technology. All three spots feature the tagline "The Sony Store. A Place For Higher Learning."