Singapore, 27th March 2007 - One of the world’s most desired brands, Sony, showcased a captivating campaign on one of JCDecaux’s newest media platform in Citylink Mall on 28th February 2007 over a 4-week period.

Shoppers passing through Citylink Mall will instantly spot Sony’s creative starting from the impressive sticker wall opposite HMV store towards the exit point leading to Suntec City. Plying a 50m length and 3m height media area, Sony Singapore took the opportunity to inform shoppers of its wide array of attractive electronic suite such as the Bravia LCD TVs, VAIO notebooks, Cyber-shot and Handycam cameras. In addition, a showscreen and a product showcase were specially built with displays of VAIO notebooks and various pamphlets along the entire wall for passers-by to take away with them to generate more interest and eyeballs for the campaign. Other areas of the Sony campaign are also found on the solo stair sticker promoting Cyber-shot cameras leading towards Marina Square exit and the sticker dress up featuring its latest VAIO Fusion PC and world’s smallest and lightest portable PC at the escalator precinct leading up to Suntec City. Press ads are also used in conjunction with this campaign to boost awareness. Thus, given that all the ads have appeared in one form or another in press ads, the creative rationale behind this campaign is to amalgamate all the ads to instill a strong branding feel to the entire campaign.

Targeted at the masses, specifically people attending the IT Show, the campaign objective is to enhance Sony’s branding and drive traffic to its booth at the IT Show in Suntec City. Leon Pereira, Assistant Manager at Sony Singapore‘s Marketing Communications Division, explains why JCDecaux’s mallscape network was chosen for this campaign, "Citylink is a strategically placed location where target audience will definitely pass by before reaching the IT show. This placement makes it hard to miss, thus giving us a competitive edge by reaching our potential customers earlier and faster before they ventured into the highly cluttered environment of the tradeshow."

Both the media and creative placement duties were handled by Starcom Media Worldwide / t.y.a Singapore Pte Ltd.