Sony Europe unveils new advertising campaign with entertainment Robot AIBO as mascot

BERLIN, April 30 (PROTEXT/PRNewswire) - Sony Europe hastoday announced the launch of a new advertising campaignfeaturing consumer electronics products and Sony's loveable homeentertainment robot AIBO. The new pan-European direction featuresthe use of AIBO as a mascot in a variety of different media,including television, print, outdoor, cinema and online. This isthe first time that Sony Europe has developed an advertisingconcept for a wide range of consumer electronics products.

"We were looking for an integrated advertising approach witha good balance between brand awareness and product advertising.We found that AIBO worked extremely well as a symbol of whatconsumers expect from Sony - cutting-edge technology, innovation,entertainment, and fun," said Barbara Haase, Director ofMarketing Communications Europe at Sony Europe. "We wantedone simple idea to represent our entire range of products. UsingAIBO as a "mark" throughout our advertising will help usstrengthen the Sony brand in consumers' minds while at the sametime showcase our key products."

AIBO, which stands for Artificial Intelligent Robot, has beena media darling since its introduction in the autumn of 1999. NowSony offers three models (ERS-220, the LM series also named Latteand Macaron, and ERS-210) with even greater ability to expressemotion, communicate intimately with people, and interact withobjects. Throughout Sony Europe's advertising, consumers willsee the AIBO ERS-210 model engaging with Sony products from WEGAtelevisions, VAIO PCs, and DVD players to digital still cameras,Handycams and WALKMAN.

"The beauty of this advertising is its simplicity -- it isall about our products. AIBO allows us to create synergy acrossour different product businesses as well as add character andcharm through his engagement and interaction with products," saidHaase.

Qualitative research in Germany, France, Italy and Russiareinforced Sony Europe's decision to move towards thisadvertising approach. "AIBO was readily accepted as a Sony mascotby the study group across these markets. For them, AIBOrepresented advanced technology with an emotional element aswell," she added.

Two television commercials will launch the campaign: one forWEGA Theatre, Sony's home entertainment systems, and the otherfor Net MD WALKMAN.

In the Planet Football television commercial for WEGATheatre, the opening scene shows AIBO approaching a Sony WEGATheatre home entertainment system with curiosity. It accidentallysteps on the remote control, and is soon transported into a livefootball game on television. All the while we see AIBO respondwith wonder and excitement as he is pulled into the "larger-than-life" sports experience. Available in 30- and 20-second spots,the television commercial has been developed and produced to takeadvantage of the World Cup and will be aired across Europebeginning in early May.

In Graphic Equaliser, the Net MD WALKMAN televisioncommercial, AIBO is sitting alone when suddenly a music trackbegins. Much to its surprise, the floor begins to vibrate. Barsof a graphic equaliser magically appear under its feet. Startledat first, AIBO is bounced up and down the bars, but soon itbegins to enjoy the music and starts to dance. It then transfersmusic from its VAIO laptop onto a MiniDisc using its new NetMDWALKMAN. We see AIBO again, still dancing on the equaliser bars,with the end-line, "Connect to the Music." Available in 40- and30-second spots, the Net MD WALKMAN commercial has beenspecifically designed to be aired in cinemas across Europe fromJune until December.

In addition to moving images, Sony Europe has also used AIBOas a mascot in print, outdoor, cinema, and online advertising."We believe this new campaign gives our brand a unique look andfeel - providing the 'standout' our products deserve. We hope tomake our advertising memorable for consumers and really show themhow our products work together in a fun and exciting way withthis new campaign. This is an integral part of our existing 'GoCreate' strategy that emphasises connectivity and creativity inusing Sony products to help make people's lives more enjoyable,"said Haase.About Sony

Sony manufactures audio, video, communications andinformation technology products for the global consumer andprofessional markets. With its music, pictures, game and onlinebusinesses, Sony is uniquely positioned to become a leadingpersonal broadband entertainment company in the 21st century. InEurope Sony recorded consolidated annual sales of EUR 14.90billion (yen 1,473,780 million) for the fiscal year ended March31, 2001, based on an average market exchange rate for the sameperiod of yen 98.9 to the EUR. Sony Europe, headquartered at theSony Center am Potsdamer Platz in Berlin, is responsible for thecompany's European electronics business and registeredconsolidated sales of EUR 10.37 billion for the fiscal year endedMarch 31, 2001.

For more information on Sony Europe, please visithttp://www.sony-europe.com

In addition, for any queries about Sony in your respectivecountry, please contact your local Sony PR office corporatecommunications europeContact:Yolanda Hunt Corporate Communications Europe Sony Europe GmbHtel: +49 30 2575 5313fax: +49 30 2575 5174email: yolanda.hunt@eu.sony.comwww.sony-europe.com/presscenter

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