Singapore, 7^th September 2007 - Following its successful outdoor campaign early this February, Sony is back with yet another collaboration with JCDecaux. This time, Sony has pulled all the stops on JCDecaux Mallscape Network in the Citylink Mall which runs over five weeks, commencing 15th August. The campaign aimed to highlight Sony's newly launched models as well as to create a strong brand resonance in the minds of consumers when they visit Comex 2007, the nation's biggest I.T. and consumer technology fair.

Sony's campaign found opposite the wall of HMV store is dressed in vinyl stickers covering 50 metres in height and 30 metres in length will surely have shoppers passing through Citylink Mall to stop and check out the eye-grabbing spread of Sony's new products such as VAIO CR Notebooks, Cyber-shot DSC-T200, DSC-H3 digital cameras and Handycam HDR-CX7E, housed within specially constructed showcases at close-ups. Additionally, 14 impressive Sony BRAVIA LCD TVs, of varying sizes, dominated a section of the wall to create a Sony TV experience 'like no other'. Sony continued its strong presence in the Citylink as one spots more Sony ads on stairs, escalator sidewalls, glass railings until the exit point leading to Marina Square. Besides Outdoor, the campaign is also seen in print particularly TODAY Comex supplement and The Straits Times.

Mr. Goh Mya Li, Assistant General Manager at Sony Singapore's Marketing Communications Division, explained how using outdoor advertising on JCDecaux Mallscape Network enhanced their overall campaign, "We believe it plays a vital part in driving traffic to the Sony booth at COMEX, creating brand exposure and reminding consumers of the full range of cutting edge technology products under Sony. Selection of the Citylink Mall underpass was a strategic consideration as we aimed to reach the consumers in the immediate proximity of the show, and build a strong top-of-mind recall, before they reach the actual exhibition area."

Starcom Media Worldwide / t.y.a Singapore Pte Ltd handled both media and creative duties.