(8 July 2008 6:00 pm)

MUMBAI: Sony Electronics in the US is set to launch an integrated marketing campaign with an aim to highlight Sony Vaio's "computer capability."

The campaign, starting from 15 July, is a continuation of Sony’s focus on HDNA – the notion of high definition being a key part of its DNA. The new campaign, created by ad agency 180 Los Angeles, spotlights two of the new VAIO HD PC models.

Sony Electronics senior VP, corporate marketing Stuart Redsun says, “Sony Vaio stands alone in the PC space, providing consumers the best multi-media experience possible with the HD technology used in our popular Sony televisions. No other brand can bring music, movies, videos, games and pictures to life in one sleek computer like Sony can.”

The campaign encompasses multiple consumer media outlets and platforms including newspaper, magazines, television, cinema, radio, online, in-store and out-of-home. Starting July 15, 30-second commercials will appear during late night TV shows, as well as cable and HD networks.

Spots will air on The Tonight Show with Jay Leno, Late Night with Conan O’Brien and Jimmy Kimmel Live. The ad will also appear on cable networks Adult Swim, Comedy Central, ESPN, TBS, VH1, Discovery HD, HD Net, HD Net Movies, MHD, MGM HD, Mojo, and Universal HD, as well as in theaters.

The print campaign will launch with a “takeover” concept that showcases the VAIO HD notebook in wired, rolling stone, US Weekly and Blender.

Beginning mid-July, websites like CNet, Google, MSN and Yahoo! along with social community sites will display flash banners.