All aboard. Sony’s experiential train outside Sydney’s Customs House
Sony Australia and agency Jack Morton Worldwide have created an outdoor viewing area for the latest range of Sony Bravia LCD TVs.
A New-York style subway carriage has been parked outside Customs House in Sydney and will make its way to Southern Cross train station in Melbourne next week. The Bravia train is an extension of its 'Play-Doh' TVC which launched in October in Australia, but was filmed in New York City.
The train, which is 20 metres long, is covered with New York-style graffiti bunnies which feature in the TVC. Arriving at Customs House this week it had over 3 000 visitors on its first day.
“The Bravia subway train is designed in a way that supports Sony’s above the line campaign. By giving a global TVC Australian context through a live experience, Sony brings the Bravia story to life and makes it relevant to Australian consumers,” said Tim Rich, group manager, marketing communications, Sony Australia
“Creating an experiential activation enables us to reach a large volume of consumers in high footfall locations, as well as communicating relevant messages in an environment where it is becoming more challenging to engage customers. It also provides a way of measuring the effectiveness of our communications,” he added.
