Sony Electronics has teamed up with four-time GRAMMY award-winning
singer/songwriter Taylor Swift to promote its latest Cyber-shot digital
cameras in an integrated marketing campaign that puts the spotlight on
the company’s latest innovations.
The ads with Swift zero in on the sleek and powerful
Cyber-shot DSC-TX7 digital still camera and its intelligent iSweep
Panorama feature that captures ultra-wide panoramic shots in one easy
"press and sweep" motion; a technology innovation currently only
available by Sony.
Primetime advertising spots featuring Swift discovering that
she can capture the breadth of her audience with the new TX7 camera will
start airing today on NBC, FOX and CW, accompanied by digital and print
ads carried out through June. Sony will also spread the word about the
new digital camera commercial through social networks.
"My fans are on the cutting edge, and I’m very interested in
the newest and best technologies out there," said Swift. "I’m super
excited to be working with Sony and using the TX7 camera. The iSweep
panorama mode is amazing."
"This campaign with Swift and the TX7 camera is the start of a
year-long campaign designed to demonstrate the quality, innovation,
style and design that only Sony-branded products stand for," said Stuart
Redsun, Sony Electronics’ senior vice president, corporate marketing.
"Sony is the only electronics company that creates entertainment and the
only entertainment company that makes electronics. The ‘wow’ factor in
our newest ad is clearly illustrated when Taylor puts the TX7 in
The campaign kicks off with Swift visiting the Sony Innovation
Center where all of Sony’s electronics and entertainment assets unite,
and will continue with different guests stopping by to check out other
Sony innovations. All aspects of this year-long advertising campaign
with interactive content and Sony’s latest innovations will be
highlighted at website.
This is the first campaign to incorporate the Sony group-wide
"make.believe" (make dot believe) brand message which symbolizes
creativity and innovation and unifies both entertainment and
electronics. It was developed with support of Sony Electronics’
advertising agency 180 Los Angeles.