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With Sony HD 1080p Blu-Ray technology, the screens were the sell.   We discovered that Sony had 60 million viewers a month watching their screens in-store.  And that the days of cardboard point-of-purchase displays were gone.

So we proposed creating an intra-store Sony Network. This meant aligning with Sony Pictures, TV networks, Sony BMG Music and the Playstation Division to create content that was uniquely Sony.

The result was the intra-store Sony HDNA Network – which is still in development.

The non-traditional compliment to the Amsterdam 180’s campaign focused on Sony HDNA.