Sony has decided to get in on the crowded music-streaming game and it's picked Australia to test it. After an 18-month soft launch phase, Sony has reached into its deep pockets to splash seven-figures to promote Music Unlimited, claiming it to be one of its most ambitious campaigns to date.
The TV ad features home movie-style footage of adults and children dancing, and carries the tagline "We Know What We Like". It promotes Music Unlimited as the music-streaming service "for all of us". The ad will run during the finals of Nine's ratings powerhouse, The Voice.
The campaign also features out-of-home and digital executions. How Music Unlimited performs in Australia will shape how it will be implemented in other markets. It has been created by Work Club and follows a soft local launch of Music Unlimited 18 months ago.
Sony Network Entertainment International EMEA Australia and New Zealand marketing director Alison Turner said it was a significant investment for the firm and that Australia was a "fantastic destination" to launch the campaign thanks to its high awareness of music-streaming services and affection for technology.
"We will closely review the results for the Music Unlimited service in Australia in the coming months to help shape the way we roll out the campaign in other markets," she said.
Music Unlimited
hosts a global catalog of more than 20 million licenced songs. It's
available on a range of Sony and non-Sony connected devices. Sony
Entertaintment Network is one of the company's many global arms. It
encompasses digital music, movies and games, among others.
What do you think of the new campaign? Let us know your thoughts in the comments below.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at amykellow@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.