The Brief: Sony Entertainment Network is Sony’s answer to services like Spotify, LoveFilm, and XBox Live, offering music, movies, and games online. Working as part of integrated agency Studio Output, I was asked to provide copy for the launch of SEN across Europe, including straplines and longer copy for digital, print, radio, and pre-roll video advertising.
The work: In the quest for the perfect six word strapline, I produced over 200 variants divided into ten themes, five of which were expanded upon and three eventually taken to the client. This was repeated for specific services such as Music Unlimited. I then worked on longer copy and additional copy for print ads, pre-roll video ads, banner ads, and radio ads, fully supporting Studio Output’s creative team and supplying words as and where necessary.
The challenge: As this was a Europe-wide product launch, each ad was intended for use across multiple countries and languages. As a result, everything I wrote had to be easily translatable and understandable in every major European language. As a result, I suggested a number of straplines that used situational humour rather than wordplay (e.g. “serious about fun”) that would be easily translatable and contain the same message in every language.
- In-agency work at Studio Output
- Multiple strapline options
- Translatable into every major European language
- Copy for web, print (magazine and POS), flash banner ads, radio ads, and pre-roll video advertisments