Vaio
When Sony wanted to reach the fashion community and media to
launch their new clutch-portable laptop Vaio computer, they contracted the help
of ExtraExtra. For the debut, we
created a 360 degree plan touching upon all media outlets. ExtraExtra commissioned four designers to
create custom notebook holders exclusive to the PC, then showcased them along
with the computer at Sony's flagship store in NYC during Fashion Week with a
turn-key, splashy, star-studded event.
Along with the exclusive pocketbook, each designer created a
behind-the-scenes video short that revealed their creative process in
connection with the computer.
These videos were displayed in Sony's store window during the product
launch. The windows and displays
were then duplicated in 47 strategically chosen markets by Sony. Additionally,
ExtraExtra assisted with a model activation that took place throughout New York
City.
Sony Style Store Window custom designed by Benjamin Cho.
Sony Style Store Window custom designed by threeASFOUR
The designer trio threeASFOUR designed a custom Sony Vaio Notebook purse
