Ignited Minds Thinks Fashionably for Sony

LOS ANGELES Ignited Minds has launched a campaign for Sony’s Global VAIO Direct America division aimed at defining the client’s positioning and creating a personality for the brand in Latin America, the agency said.

The campaign from the Los Angeles shop introduces the tag, “Form. Function. Freedom,” and includes print ads, point-of-purchase materials, Web site development and collateral. Spending was undisclosed.

Ten minimalist print executions each feature a separate, new desktop or micro-notebook product. One ad for the TR series micro-notebook shows a hand holding the product, with the monitor displaying a woman’s face as she applies lipstick. The ad shows “the micro-notebook taking the place of a compact,” due to its small size and the resolution on the screen that reveals the woman’s face through a Web camera at the top of the computer, said agency creative director Ron Gould.

Another ad shows a stack of papers on the left side the page and a V series micro-notebook, which has the same thickness as the papers, on the right side. A paperweight is on top of the micro-notebook, to illustrate that the product is “small and lightweight,” said Gould. A third execution for the desktop VAIO W series touts the multimedia software that comes with it, and shows the cord in the shape of a G-clef.

Body copy for the ads is in Spanish, although the tagline is in English, because it is “the global language of business,” said Ignited Minds president Eric Johnson.

“The idea is to appeal to this market by making VAIO more of a fashion statement,” said Gould, adding that the lighting and art direction were handled similar to that of a fashion shoot. Ads are meant to communicate that the products are “very sleek looking, very high performance and very feature filled,” said Johnson.

In Mexico, which is VAIO’s largest market in Latin America, the campaign targets the “fresa” audience, which means “strawberry” and refers to opinion leaders and early adopters who build identities through material possessions, said Johnson. “They want a good-looking product, a functional product, and they’re willing to pay a premium for a product that has those brand characteristics,” he said.

Print ads began running this week in lifestyle magazines that speak to fashion, culture and technology.

Representatives for the client in San Diego could not be reached.