Specialist electrical retailer Sony Centres is to advertise on television for the first time to promote its January offers.
An advertising campaign featuring former racing driver and TV presenter Vicki Butler-Henderson breaks next week using the strapline “More Sony for your money”. The ads will also focus on the quality of service customers can expect at the independent retail chain.
Until now, Sony Centres have largely concentrated on radio and press advertising. It has worked with various agencies, including Team Saatchi.
Birmingham agency WAA was appointed as Sony Centres’ advertising agency last year and is responsible for the new campaign, which was shot on location in various Sony Centres around the UK. Media planning and buying is through OMD.
The retail chain’s previous radio ads have featured celebrities such as Gordon Strachan and Michael Winner.
Sony Centres is an independent franchise operation specialising in Sony electrical equipment.
Sony Ericsson announced in December that its range of mobile phones and accessories would be available in Sony Centres throughout the UK for the first time (MW December 9, 2004).
Sony is gearing up for the launch of its handheld gaming device, the PSP, in March. It spent over &£6m on a pre-Christmas advertising campaign to secure the market-leading position of its PlayStation 2, and launched a multi-million pound pan-European ad campaign in October for its iconic Walkman brand in an effort to counter the popularity of Apple’s iPod.