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Sony took
its marketing machine to a new level to reach James
Bond fans and regular movie-goers alike during the
release of "Quantum of Solace"...
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Sony's Marketing Machine
3rd May 2009
Back in early September 2008, Sony Corporation
first unveiled a global marketing campaign that would be focused
on Daniel Craig as
James Bond and centered around the release of the 22nd installment, "Quantum
of Solace".
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The campaign, which took the Bond persona
beyond the big screen into another realm, was developed
for Sony Corporation
as an artistic and thematic extension of the movie. Designed
to highlight Sony’s High Definition product capabilities,
the campaign provided a global platform for "consistent
brand messaging, while allowing each region to customize
elements based on local market preferences".
"Sophistication, quality and international
appeal make James Bond a perfect fit with the Sony brand,"
said Andrew House, Chief Marketing Officer, Sony Corporation.
"This
is the first time we have integrated our film and electronics
marketing efforts at such a deep level, bringing together
Sony’s leadership in high definition with one of
the world’s most powerful movie franchises. Sony
is unique in its ability to create a global marketing campaign
that combines technological innovation with entertainment
content in this way."
Elements of the campaign included broadcast,
digital, outdoor, print and retail ads promoting Sony’s
BRAVIA LCD flat-panel televisions, Blu-ray Disc Players,
Handycam
camcorders, Cyber-shot digital still cameras and VAIO computers.
Additionally, Sony Style online stores in Europe offered
licensed 007 products including VAIO computers and Micro
Vault USB storage media. In North America, Sony offered
the following 007 licensed products via its SonyStyle online
store:
- An exclusive, limited edition VAIO TT notebook comes
emblazoned with a 007 logo on the palm rest and a matching
leather protection case. Only 100 units will be available
and each unit will bear a serialized number.
- The Special
Edition Bond bundle for the Reader Digital Book features an embossed cover with a 007 logo and coupon
codes for free downloads from the Sony eBook
Store of Ian Fleming’s novels Casino Royale and Quantum of
Solace.
- An
exclusive 007 USB Micro Vault, in 8 or 16GB capacities, comes pre-
loaded with the Quantum of Solace movie trailer and
bonus
content.
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Above: 007 branded digital book reader
and Quantum of Solace themed USB memory.
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In mid-October, Sony unveiled a new James Bond
experience at London Heathrow Terminal 5, ahead of the release
of Quantum of
Solace. The Bond experience featured a selection of the brand’s
premium portfolio of High Definition products, including VAIO
notebooks, the Handycam TG3 and the Cyber-shot T77. A sculptural
structure of 20 Bravia W4000 Series television screens and three
Blu-ray S350 players played the new Sony TV commercial featuring
Daniel Craig. To demonstrate the high definition capabilities
of the brand’s cameras, one was trained on a tiny serial
number reflected in a cocktail shaker. Visitors to the zone were
then invited to identify the number through the viewfinder for
a chance to win a prize. BAA Head of Category for Technology
Jonathan Coen said: "The Sony Experience Zone is an exciting
and innovative part of Terminal 5. Travellers can try out and
completely immerse themselves in the new Sony technologies."
Above: Sony's 'James Bond Experience'
at London Heathrow Terminal 5
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Sony Ericsson unveiled an exclusive partnership
between the production and the C902 Titanium silver edition.
The phone, as used by Bond in
the film
- was available for a limited period and include a memory
card loaded with a host of 007 content. Users got the
chance to know exactly what it takes to be a secret agent like
James
Bond with the first level of an exclusive
pre-loaded spy-style game.
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Above: Promotional flyer advertising the Titanium Silver
C902 Cyber-shot phone.
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In addition, the full colour trailer
of the film, behind-the-scenes interviews with the stars and
exclusive content such as wallpapers and screen savers were available
on the phone and the memory card. The C902 Cyber-shot phone is
used throughout the film by James Bond to capture evidence
and assist the
agent on his mission.
The 5MP camera, with a unique slide-out
lens cover, illuminated touch icons providing quick and
easy access to camera options, Face detection, Photo
flash and Auto focus enables James Bond to send high resolution
shots back to MI6 for quick recognition of his enemies.
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Sony Electronics also ran a national promotion in the USA called "Mission
for a Million" developed in support of "Quantum of
Solace", bringing together Sony’s "leadership
in high-definition with one of the most recognized movie franchises
in history", and giving people the chance to to compete
for a $1 million grand prize. It tasked registered “agents” to
use virtual Sony high-definition products to solve missions in
search of Sony’s stolen HDNA.
"Sony’s reputation for premium technology
and great entertainment work well with Bond’s legacy and
innovation," said Stuart Redsun, Sony Electronics’ senior
vice president, corporate marketing. "The film’s arrival
is a perfect opportunity to tell Sony’s high-definition
story to consumers in an interactive way."
As a main attraction at all Sony Style stores
across the country and online, the campaign was also extended
to Sony retail partners. Stores were transformed with
Bond-themed window displays from October through November. In-store
displays
will also featured the PS3 title Quantum
of Solace, the officially licensed video game from Activision,
and
the Casino
Royale Collector’s Edition DVD and Blu-ray Disc.
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