Effective Japanese TV ads: Sony VAIO

Japan’s Sony originally launched is VAIO line of computers emphasizing only on the quality of computers itself (eg the multimedia readiness, various extra functions). However, laptops these days are all similarly equipped, so the marketing team of Sony has chosen to promote their VAIO line by emphasizing the fact that the brand (VAIO type C) is suited for creative people in their recent ads for the Type C model and using a website on the internet. As we learnt in class, this method of increasing sales is maximized by using effective promotional methods: use of internet; appealing to buyers by using psychographic(lifestyles, self-concept) segmentation.

Sony used psychographic segmentation by claiming that VAIO is “for people who express themselves” by offering the type C model in 5 different shades of color. They linked the shades of color to the idea that every individual can evolve into whomever they want to or were meant to be. Or in other words, show their true colors. They also linked each color with well-regarded/famous people, and each person (profession) shared a message with each color. The colors they used are red, blue, pink, white and gold. Some examples of the famous people are:

Blazing red - represented by CHAR (Japanese musician) – message: “live through your instrument; bring song to the world every day”
Blazing red – represented by MACHIDA KOU (Japanese writer) – message: “use words as your weapon”
Indigo blue - represented by ONOE KIKUNOSUKE (Japanese actor)

I think the choice of using different colors to express a unique feature that only VAIO offers has been a very effective method. Although I am not aware of the actual figures of sale increases, by just looking at Sony’s VAIO line website, it makes me (a student who already has two computers) want to buy a new computer from VAIO. Also, Sony has challenged the minds of the buyers by asking the question “are you showing your true colors?” Sony almost gets you to think that if you are someone who expresses yourself, then you NEED to buy this computer. (즉, 오기로라도 사게 만든다는) I don’t know what age group VAIO targets, but it absolutely captured my attention :D.