Sony EU summer promotion not so pan-European

Sony is running a pan-European online summer campaign to promote its My Sony membership program. Visual communication agency Tonic created a series of online ads, an email marketing campaign and a micro-site available in 17 EU countries. I am astonished to note content has been localized for Slovenia, Bulgaria, Hungary and Romania, but not for Italy, Belgium and The Netherlands. I really wonder why the decided to ignore these countries.

The campaign also takes advantage of an online competition where people can win holidays if they join My Sony. The micro-site looks like a virtual Moleskine notebook but, a part from some text explaining what you can do with Sony products, it just pushes hard the My Sony program. Everywhere you click, you are taken to the sign-up page, making the “summer experience” rather annoying.