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Sony: Sony Rock Ballad
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To create awareness and excitement for Sony’s new in-dash A/V navigation systems with TomTom technology, 180LA created a digital campaign that includes two entertaining music videos featuring a mash-up of music and navigation.Sony’s new navigation systems are their first ever in-dash offering for the U.S. market, and feature some of the most advanced music, navigation and video technologies available today.The rock ballad and R&B style videos use lyrics like “Head north on Sepulveda…. You missed your turn. Recalculating Route, Recalculating Route” to entertainingly remind the viewer that they don’t need to purchase two different devices to enjoy the benefits of music and navigation.Directed by Grammy Award Winner, Trish Sie who is known for her work with OK Go’s “Here it Goes Again” Treadmill video, the videos by fictitious bands “GPyeS” and “La Route” launch November 1st.“All of us at Sony wanted to find a creative way to show, through this campaign, that music and navigation can come together in a surprising and entertaining way,” said Su-Ren Neo, Brand Manager with Sony Electronics. Gavin Lester, creative director at 180LA added, “The videos target 22-49 year-old women and men who take their digital music everywhere but are looking for a dependable, quality way to play their music and videos in the car.”
The campaign includes radio, flash and rich media video banners.
Campaign: AVN Related |
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