Breaking Campaigns: Sony has Bluetooth conversations
Sony is launching a new print and outdoor campaign called ‘In-car conversations’ promoting the Bluetooth functionality of its in-car audio systems.
The ads developed by Saatchi & Saatchi depict everyday conversations happening through the Sony system, with the conversations dramatised using iconic band-style poster illustrations – each one commissioned specifically for the campaign.
The campaign comprises three executions – ‘Hey sweetie’, ‘The traffic’s insane’, ‘Back off bro’.
They will run in motor magazines including Auto Salon, In-Car, Fast 4’s, Hot 4’s, Motor & Wheels, street press and as outdoor street posters.
Neal Fairfield, senior strategic planner at Saatchi & Saatchi said: “Cars play an integral role in our target's social life, as both a source of conversation and a place to have conversations. The challenge lay in making Bluetooth hands-free functionality appeal to a market where improving music quality is currently the only motivation to upgrade. Not only does the campaign break conventions strategically, the creative idea will cut through all that's gone before.”
Credits: client Sony Australia; creative agency Saatchi & Saatchi, Australia; executive creative director Steve Back; copywriter Steve Jackson; art director Vince Lagana; strategic planner (creative agency) Neal Fairfield; business management Dan Smith; media agency Starcom; planner (media agency) Sarah Parker; agency producer Alice Quiddington; print illustrators Daymon Greulich (‘Hey Sweetie’), Ken Taylor (‘The Traffic’s Insane’), Travis Price (‘Back off Bro’).
