Sony Unveil Massive QOS Campaign

[JackBurton]

www.sonyinsider.com/2008/09/01/sony-to-launch-massive-bond-campaign/

Sony Corporation unveiled a global marketing campaign featuring Daniel Craig as James Bond. The campaign, which takes the Bond persona beyond the big screen into another realm, was developed for Sony Corporation as an artistic and thematic extension of the upcoming Bond film, Quantum of Solace, which will be released in theaters worldwide by Sony Pictures this November. Designed to highlight Sony’s High Definition product capabilities, the campaign provides 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.”

The campaign will launch in September and will roll out worldwide throughout the fall, timed to coincide with the film’s release. Elements include 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 will offer licensed 007 products including VAIO computers and Micro Vault® USB storage media. In North America, Sony will offer licensed 007 products including VAIO computers and Micro Vault media, with VAIO computers available only in Sony Style retail and direct online at sonystyle.com.

Daniel Craig reprises his role as Ian Fleming’s James Bond 007 in Quantum of Solace, the Metro-Goldwyn-Mayer Pictures/Columbia Pictures release of EON Productions’ 22nd adventure in the longest-running film franchise in motion picture history. The film is produced by Michael G. Wilson and Barbara Broccoli and directed by Marc Forster. The screenplay was written by Paul Haggis and Neal Purvis & Robert Wade.

[FormerBondFan]

I think I'm going to explode.

[JackBurton]

Like Kananga?

[FormerBondFan]

All these boosting up DC is getting ridiculous. If Babs is obsessed with her Danny Boy then she would better off hiring Uwe Boll to direct Bond 23.

[Kadov]

This report is basically a bang-the-drum PR stint for Sony. There's really nothing new in it. The company basically did all sorts of product tie-ins with CR. The big question they face is, will the Bond image--especially under the guise of Craig--inspire the public to buy new HDTVs and the like? When CR was released, I didn't sense a big urge from the public to buy Sony gear. As for 2008, the following is a rather dismal report about the sales of the Sony Blu-ray format (the public must be turning to other high-definition content sources instead of Blu-ray).

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source: rapidtvnews.com/index.php/200808111876/sony-suffers-in-blu-ray-sales-slump.html

Sony suffers in Blu-ray sales slump

"OK, it’s mid-summer in the Northern Hemisphere, and the Olympics might well be soaking up the bulk of viewer’s leisure time, but sales of Blu-ray players are seemingly not setting the Consumer Electronics market aflame. Most forecasters expected a steady boost to sales following the demise earlier this year of HD-DVD. It isn’t happening.... A study from ABI Research doesn’t help fill us with confidence. ABI’s study says there’s a widespread reluctance for buyers to commit to a Blu-ray player in the near future."
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[Greg Haugen]

I've got my eye on one of those Daniel Craig toasters due for release in October. Bond has a gadget laden toaster in the film and kills a villain with a slice of hot buttered toast in the PTS.

[Alec 006]

Sept 4, 2008 9:30:41 GMT -5 Greg Haugen said:

I've got my eye on one of those Daniel Craig toasters due for release in October. Bond has a gadget laden toaster in the film and kills a villain with a slice of hot buttered toast in the PTS.

Hello,

Hilarious! Thanks for that...I needed a good chuckle this morning!!!

Take Care!

[harrypalmer]

Sept 4, 2008 9:30:41 GMT -5 Greg Haugen said:

I've got my eye on one of those Daniel Craig toasters due for release in October. Bond has a gadget laden toaster in the film and kills a villain with a slice of hot buttered toast in the PTS.

This pencanht for realistic gadgets has gone too far.

[Joe]

Compared to Casino Royale, the campaign has been quite restrained so far.

[Kadov]

Just as Sony announces their big PR push for QOS/Sony products, the big news in the techy world last week was the flaky laptops from the Japanese company...


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source: www.electronista.com/articles/08/09/04/sony.vaio.tz.recall/

09/04/2008, 9:10am, EDT
Sony to recall TZ ultraportables due to burn risk
Sony on Thursday joined up with the US Consumer Product Safety Commission to issue a product recall for its VAIO TZ series notebooks. The PC builder explains that some of the 11.1-inch ultraportable systems have unusually positioned wires or loose screws in and near the display hinge that can trigger overheating or a short circuit, either of which is potentially dangerous. As many as 15 known incidents have been reported, including one with minor burns, the Commission says.... The reliability issue also hurts Sony's ultraportable business, which is considered successful but has been hurt in recent months by the emergence of more ultraportables from companies with historically better reliability records, such as Apple and Lenovo.

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Something similar happened just before the release of CR back in 2006. I remember Sony had to recall one of their notebook product lines because of faulty batteries. Now here we are with another notebook recall. Another QOS-Bond curse?

[Greg Haugen]

I hope this doesn't affect my Daniel Craig toaster.

[FormerBondFan]

Isn't it massive QOS campaign is just the same as CR? I would hate it if QOS get more attention from American moviegoers this time around.

[JackBurton]

It doesn't seem quite as massive as the CR campaign. They still have a few weeks to go I suppose.

[harrypalmer]

Has Sony's association with Bond ended now? If so, will the marketing be less aggressive next time round?