LOOK Sony targets women with giant juice boxes and hunks

Sony Entertainment Television (SET) has launched a campaign creating 3D, larger-than-life juice cartons measuring up to 2.9m at key locations around the Central Business District, Serangoon Central and Holland Village.This is a campaign to promote season 2 of its American country music drama, Nashville, upcoming new medical drama series, The Night Shift, and the latest season of the reality culinary competition, Cupcake Wars.The juice cartons carry details on SET’s upcoming programs, with each show having their own prime spot.The campaign was done by creative agency The Local and on Clear Channel Singapore’s platform.[gallery link="file" ids="40844,40845,40846"]The campaign is targeted at SET’s female audiences. According to SET, “troops” of men will be roving around key locations on the island to hand out free juice cartons re-labelled with promotional materials of the featured shows.Members of the public are encouraged to strike a “wickedly juicy pose” with the hunky ambassadors or one of the larger-than-life bus shelter panels and snap a photo to enter SET’s Facebook contest.“We love the idea of bringing to life the brand promise of Sony Entertainment Television -- ‘wickedly, juicy’ entertainment in a literal and visual sense. The juice carton executions are eye catching as are the hunky male ambassadors,” Wong Yan Jong, vice president, English Content, Networks, Asia, Sony Pictures Television.SET’s campaign will also encompass print, television, digital and social media.