Amplify combine sun, sea + Sony in Europe...
Consumers across 12 territories use Sony Entertainment products. Amplify were challenged with connecting them all, and building awareness of SEN’s entertainment services.
SEN have a lot of activities across Europe, but they felt disparate and unconnected.
To create a connected campaign and find a place where all these different cultures could collide, be entertained and engage with Sony products at their leisure.
We selected the only truly pan-European entertainment destination as the foundation of a campaign platform that engaged those visiting the island and reached many more that didn’t. For nine days, Ushuaia Beach Hotel saw media, competition winners and guests pass through their doors to sample a range of Sony's newest portable devices in five specially designed areas by the pool and in the beach bar.
A one-off party at the rooftop and poolside of the beautiful art deco Es Vive Hotel provided the perfect setting for a raucous performance from Brooklyn’s Santigold.