Sony is entering a raft of brand partnerships to promote its new Personal Audio range of products as wearable fashion accessories.
Under the strapline “with Sony the escape lasts longer”, the electronics giant has linked with retailer House of Fraser, baggage company Karrimor and clothing brands Carhartt, CP Company and Stone Island.
The Sony PA range includes MiniDisc Walkman, Discman, headphones, portable hi-fi and Dictaphones.
Thirty-eight House of Fraser store windows will feature the Sony PA products. Style magazine i-D, The Face and Dazed & Confused will run artwork, and postcards will be distributed through fashion chains.
Activity will be supported in the run-up to Christmas by a large above-the-line campaign through BMP DDB. Ads will run in the style press, on British Rail and on the London Underground. Sony will also target Student Union bars for the first time.
The integrated activity was created by brand connection company A Vision, which masterminded the Sony Film-makers camcorder project of workshops, bursaries and guides.
Sony group product manager Paul Molyneux says: “Sony’s PA range breaks new boundaries in style and size, and perfectly complements the fashion world’s obsession with utility, performance fabrics and urban equipment.”