SONY VAIO
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Agency: 180 Los Angeles
Creative director:
William Gelner
Sony’s new VAIO Lifestyle laptop computer launched earlier this year
with an innovative guerrilla stunt, held in the run up to New York
fashion week.
The dinky laptop, which comes in various enticing, fashion-friendly
colours and can fit nicely into a handbag, was targeted at the
influential fashionistas of this world.
Advertising agency 180 Los Angeles partnered with event production
company Jack Morton and film company Blacklake Productions to
deploy and record a group of live mannequins, creating tableaux at
city landmarks.
The models were choreographed to dangle the VAIO alluringly at
onlookers in locations such as Grand Central station, Lower East Side
and outside the fashion week tent on opening day.
Executive creative director at 180 Los Angeles William Gelner
explains that the recessionary budget didn’t run to a massive, global
campaign – this was a creative alternative.
He emphasises the importance of keeping guerrilla marketing under
strict supervision, the risk being that it could look cheap and tacky.
“We got the most amazing fashion models, the most cutting-edge
designers and we treated it as you would do running a show.”
Gelner also relied on the specialist partners selected for the project:
“The hallmark of doing no traditional advertising is to pick the right
partners and to orchestrate it.” trianglert
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