Sony's new Vaio site which features an imitation of Mac's ads with a third player in the mix. The ad asks, "Who do you want to play with?" Choose the attractive Sony girl, and she giggles. Ironically, the ad is pushing Sony as the choice for differentiation, but the ad itself is an imitation...
Implications - What's even more interesting is that the VAIO is a PC, so the fact that it tries to set itself apart seems a little strange. But to be fair, the Mac VS PC ads have been effective and dominant for Apple, so it's no surprise here that Sony would try to capitalize on it. There's also the argument that perhaps the VAIO is an additional support here for PC. Either way, it's PC dominated.
Key Themes Behind This Trend
- Imitation Advertising
- Imitate successful ads from rival brands to capture attention and consumer interest.
- Differentiation Strategy
- Position your product as a unique choice in a crowded market by highlighting distinct features and benefits.
- Capitalizing on Dominant Ads
- Leverage the success of dominant ads in the market to gain visibility and market share.
Where This Applies
- Consumer Electronics
- Apply imitation advertising strategies to consumer electronics industry to attract tech-savvy consumers.
- Advertising and Marketing
- Differentiation strategies can help advertising and marketing agencies stand out and attract clients.
- Computer Hardware
- Capitalizing on dominant ads can help computer hardware manufacturers gain market share in a PC-dominated industry.
