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Sony Uses Real Fake Women for Sony Vaio Launch in NYC

By: Going Like Sixty - Published: Feb 4, 2009   Updated: Jun 16 2011 • References: sonystyle
Sony partnered with six designers to outfit “live mannequins” for a show-stopping way to get the jaded New York City notebook users to pay attention. The mannequins are strewn throughout various locations in the Big Apple where they will be featured until Valentine's Day.

The campaign was designed by 180 Los Angeles Executive Creative Director William Gelner to draw attention to the new Sony Vaio P Notebooks.

Implications - In contemporary society, it is difficult to garner attention from consumers. Because of this, different tactics are required to sell a product. Placing emotional, real-life associations with a product will give companies a leading edge over competitors, as this tactic will create more of a relationship with the consumer.