Sony Australia, who are unable to talk up the entertainment content capabilities of the Bravia TVs and Blu ray players, because of the failure of their Playstation and Entertainment Networks, has been forced to try and talk up the quality of their TVs in an effort to compete with Panasonic, LG and Samsung.
In a campaign set to launch today (Friday), Sony Australia who earlier this month lost their head of consumer marketing, Toby Barbour, is set to roll out a media campaign for their new Bravia TVs. Insteading of promoting their own networks Sony has been forced to promote Internet content from the likes of Yahoo as well as the picture of their Bravia TVs. Also impacting Sony is a move away from 3D by consumers who are now more interested in a Smart TV over a 3D TV.
The new “Redefine” campaign is also being used to try and promote the picture quality of Sony TVs after consumers in Australia chose TVs from brands like Panasonic, for Plasma, and Samsung, for LED, over Sony TVs which are now made by third party manufacturers for Sony.
A new tagline “…looks better on a Bravia” is being used.