Sony DVDirect Online Advertising
Challenge
The Sony consumer storage product group wanted to increase consumer awareness and knowledge of their new DVD recorder. Many consumers had found the recording of DVDs to be a fairly complicated task, and the product category, on the whole, had struggled to gain acceptance in the marketplace.
Solution
IDEA II created an advertising campaign that was segmented to specific audiences within Yahoo!, MSN, and AOL. Each segmented set of banners appealed to the target audience’s emotional interests and the copy emphasized the simplicity of using the Sony DVDirect product with the touch of one or two buttons.