Sony Own a Masterpiece Promotion 2006
The brief: To leverage Sony Australia's involvement with Sony Pictures' blockbuster movie, The Da Vinci Code.
The challenge: While they share the Sony brand name, the companies of the Sony group are distinct business entities with their own unique business challenges.
Our job wasn't to promote The Da Vinci Code, but to drive sales for Sony's consumer electronics range.
The idea: We asked the question - what does Sony Electronics and Da Vinci have in common? Da Vinci created masterpieces of art. Sony create masterpieces of technology.
So, we framed Sony's products. We turned their website and their retail spaces into art galleries. We created a retail promotion that gave customers the chance to own Sony masterpieces.
And, in the spirit of the mystery thriller movie, we created a secret microsite where nothing was quite as it seems.
Results: The 'Own a Masterpiece' promotion quickly became Sony Australia's most successful retail promotion ever, generating at 32 times return on investment.
It recently won two silvers and a bronze at the Australian Promotional Marketing Association awards
