Sony has kicked off a seven figure marketing push locally for its streaming service, Music Unlimited.
The push is “one of the most ambitious marketing initiatives” for Sony Network Entertainment International to date, the release said.
The 'We know what we like' TV commercial will run during the live finals of Nine’s The Voice with outdoor and digital media also being used.
Alison Turner, marketing director Sony Australia and New Zealand, said: “From the company that first let you take your music anywhere with the Walkman, we’re now giving portable music a whole new meaning with our cloud-based music service, Music Unlimited. This is literally all the music you love, wherever you are.”
“This is a significant investment for Sony. We believe Australia, with its high awareness of music streaming services and wide take-up of technology devices, is a fantastic destination for us to premiere this campaign to support the Music Unlimited service. We will closely review the results for the Music Unlimited service in Australia in the coming months to help shape the way we roll out the campaign in other markets.”
There is a 30-day free trial period available for the cloud-based service.
Credits: creative agency Work Club, media agency OMD, PR agency Hausmann Communications.