Sony uses JCD location to advantage

Singapore - Sony has banked on the JCDecaux Mallscape Network at Citylink Mall to launch its campaign highlighting newly launched models, attempting to create a strong brand resonance with target consumers visiting the recently concluded consumer technology fair, Comex 2007.

"We believe it plays a vital part in driving traffic to the Sony booth at Comex, creating brand exposure and reminding consumers of the full range of cutting edge technology products under Sony. Selection of the Citylink Mall underpass was a strategic consideration as we aimed to reach the consumers in the immediate proximity of the show, and build a strong top-of-mind recall, before they reach the actual exhibition area," Goh Mya Li, AGM of marketing communications division for Sony Singapore said.

The campaign, which started last month and ends 18 September, features new products from brands such as Sony Vaio, Sony Cyber-shot and Handycam, and Sony Bravia. The campaign also featured in print as well.

T.y.a Singapore and Starcom Media Worldwide handled creative and media duties.