HDNA

From WikiCover

HDNA stands for high definition DNA.

Announced August 16, 2007, Sony Electronics is launching its largest yet integrated marketing campaign, centering on its high definition DNA known as HDNA.

The campaign, featuring Super Bowl MVP Peyton Manning of the Indianapolis Colts and NASCAR's Dale Earnhardt, Jr., focuses on how Sony's high-definition technology in a variety of product categories comes together to bring consumers unparalleled HD entertainment experiences.

From its professional cameras and projectors used by television networks and Hollywood studios, to BRAVIA high-definition televisions, Blu-ray players, camcorders, digital cameras and notebook computers, no other company in the consumer electronics industry has the amount or degree of high-definition expertise that can be shared across so many product lines. In addition, Sony HDNA extends to high-definition entertainment content produced and distributed by its sister companies in the motion picture, television, music and videogame arenas.

An HDNA logo appears at the center of all of the communications surrounded by graphic molecules that symbolize DNA strands and the concept of HD knowledge transfer. The copy in every ad includes the line "High Definition. It's in our DNA."

The campaign encompasses multiple consumer media outlets and platforms, including newspapers, magazines, television, radio, online, wild postings, in-store and out-of-home. The first flight of promotions will launch this weekend and extend through 2008, with initial on-line, newspaper and out-of-home creative focused on introducing the HDNA concept, followed by work telling individual HD product stories across multiple media.

The television campaign will premier on network prime time, network sports and on national cable networks broadcasting in high-definition, including HDNet, Discovery HD, and Universal HD.

Print advertising focuses on specific knowledge transfer stories. For example, a print ad for the Sony HD Handycam camcorder draws a connection between the Sony Clearvid CMOS image sensors used in the company's professional HD sports cameras and its HD Handycam consumer camcorders.

The print component kicks off in September as well, with high-impact HDNA ads in such magazines as Rolling Stone, US Weekly, Men's Journal, and Entertainment Weekly.