SONY VAIO
FALL 2011
CASE STORY

SONY VAIO
FALL 2011
CASE STORY

The VAIO S Series notebook plus the Imagination Suite Software turns anyone into a creator.

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SONY VAIO
FALL 2011
CASE STORY

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SONY VAIO
FALL 2011
CAMPAIGN

SONY VAIO
FALL 2011
CAMPAIGN

Print, POS, Online and Facebook executions inspired consumers to create something worth sharing. 

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SONY VAIO
FALL 2011
CAMPAIGN

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SONY VAIO
SUMMER 2011
FACEBOOK

SONY VAIO
SUMMER 2011
FACEBOOK

The power of the VAIO S Series takes one lucky winner on a trip around the world.

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SONY VAIO
SUMMER 2011
FACEBOOK

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SONY VAIO
VAIO BY YOU

SONY VAIO
VAIO BY YOU

A revolutionary new retail program in Latin America used a kiosk to generate a personalized computer recommendation for consumers based on their lifestyle. 

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SONY VAIO
VAIO BY YOU

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Helicopter TV Spot

Helicopter TV Spot

A TV spot for the new TZ Series shows off the notebook’s extremely lightweight carbon fiber design. (And makes us wish we could take a helicopter to work, too.)

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Helicopter TV Spot

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Sony VAIO CR Series TV Spot

Sony VAIO CR Series TV Spot

A series of 3 TV spots introduce the brightly colored CR series notebooks in a way that is impossible to ignore.

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Sony VAIO CR Series TV Spot

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people

PASSION PLAYERS

Sony has always been a true innovator – from the original Walkman in the 70s to the first 3D-ready TV in 2010. And that same entrepreneurial spirit and passion is clearly reflected in the Sony VAIO brand. From style to performance, everything about a VAIO notebook says sophistication. Just carrying one makes a statement about the kind of person you are and the lifestyle you lead. As an agency with a history firmly rooted in innovation and a desire to break the mold of traditional advertising, we were the perfect partner to help Sony VAIO set Latin America on fire. 

world

LATIN AMERICA

The world of consumer electronics is a challenging and extremely competitive one, often fickle in nature. When it comes to personal computers, consumers are constantly searching for faster, smarter, lighter and cooler models. And our target in Latin America is no different. To them, a notebook is more than a material possession; it’s an investment in their lives— and their lives vary in lifestyle. Advertising in seven countries, in two languages and to a target that ranges from students to professionals and creatives to business executives means our work for Sony VAIO must always be fresh, smart and culturally relevant.

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MULTICULTURAL INSIGHT

Haz clic abajo para ver el trabajo para VAIO en español.

Considering that Sony VAIO is a Japanese brand with an advertising agency in California and a goal of increasing both brand awareness and sales in Latin America, we had to adapt our way of working. We started by putting together an expert team of people who truly understands the market and culture: Bilingual copywriters, art directors, account directors, editors and producers ensure that ideas resonate in our markets and our messaging is crafted perfectly. Non-bilingual team members learn the basics via in-house language lessons. And perhaps, most importantly, regular research trips to Latin America allow us to stay on top of cultural trends as well as conduct important competitive research and maintain relationships with local brand managers and salespeople.
 
All of these things combined have fostered a 10-year partnership with Sony VAIO that has allowed us to continually create fresh and insightful VAIO campaigns that stand out, not only in the category of consumer electronics, but in the general field of Latin American advertising, as well. And there are over a million Sony VAIO Facebook fans to prove it.