SAN DIEGO-Sony Corp. launched a $10 million advertising campaign this month in an effort to build awareness of the new wireless handsets created by Sony Personal Mobile Communications of America.
The national campaign for the Digital Wireless Audio Visual Entertainment phones began with print ads in late April and will include television spots that recently begin airing. The D-WAVE Zuma is an 800 MHz dual-mode Code Division Multiple Access/Advanced Mobile phone Service handset.
Sony said this campaign is the company’s largest for wireless telecommunications products. It centers on the theme of telecom products fostering communication between disparate groups.
“This campaign is really a celebration of people coming together through communications …” said Scott Westover, vice president of marketing services for Sony PMCA. “It shows how advanced technology can advance people’s lives, even those with opposing viewpoints.”
For instance, the print and television ads pair a conservative father with his body-pierced teenage daughter, Bluto with Popeye, and Alice Cooper with Pat Boone.
The campaign was developed by Sony and its advertising agency, Matthews/Mark in San Diego and will run through the end of the year in the country’s top 30 markets.
