To promote its trade-in promotion around the upcoming World Cup, Sony UK has tasked retail agency Live & Breathe and relationship marketing specialist HS&P with the creations of its summer TV ad campaign.
The 60 second spot, which is set to launch at the start of next week,, will highlight Sony’s offer which allows people to trade in any old electronics product for a discount on a brand new Sony one.
The ad features former England football manager Terry Venables, Graham Taylor and England under-21 manager Stuart Peace, as well as legendary Scottish striker Kenny Dalglish and TV present Kelly Brook.
Five 10-second ads will support the campaign featuring the football stars with a different old product which they can trade in for a new Sony replacement.
HS&P has also created a radio, CRM and in-store campaign to support Sony’s trade-in promotion.
The TV ad will air on the 1 May and will run until the 11 June with the media planning and buying being handled by OMD.
This move follows HS&P and Live and Breathe’s appointment to handle Sony UK’s below-the-line retail marketing account in August 2009.
Matt Coombe, group marketing manager of Sony said: “Since we started working together, HS&P have showed the kind of strategic insight and clarity of creative thinking we always look for. With such vast knowledge of our customers and how to reach them at various touch points, they were the ideal candidates for this TV brief”.