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Sony Entertainment Television (SET)

Sony Entertainment Television (SET) launches branding campaign with 2.9m juice cartons at Clear Channel shelters.

by Debbie Wong | Mar 10, 2014

Sony Entertainment Television (SET), the one-stop destination for wickedly juicy television launched their branding campaign through Clear Channel’s Out-Of-Home bus shelter panels to reach out to discerning female audiences who love their entertainment sassy and fun with a pinch of mischief.

In collaboration with The Local and Clear Channel Singapore’s Engagement & Activation team, SET dramatized selected Clear Channel bus shelters to promote their Season 2 premiere of the popular American country music drama, Nashville, an upcoming new medical drama series, The Night Shift, and the latest season of the reality culinary competition, Cupcake Wars.

3D builds of larger-than-life juice cartons measuring up to 2.9m tall were constructed at key locations around the Central Business District, Serangoon Central and Holland Village. These juice cartons carry details on SET’s upcoming programs, with each show having their own prime spot.

To further engage SET’s female audiences, a troop of hunks will be roving around key locations on the island to hand out free juice cartons re-labelled with promotional materials of the featured shows. Members of the public are encouraged to strike their best “wickedly juicy pose” with SET’s hunky ambassadors and/or one of the larger-than-life bus shelter panels and snap a photo to enter SET’s Facebook contest. The winner stands to bring home a wickedly juicy 50” Sony TV set!

“We love the idea of bringing to life the brand promise of Sony Entertainment Television -- ‘wickedly, juicy’ entertainment in a literal and visual sense. The juice carton executions are eye catching as are the hunky male ambassadors. Viewers also get to win exciting prizes when they send us pictures of themselves with the juice carton executions!” Ms Wong Yan Jong, Vice President, English Content, Networks, Asia, Sony Pictures Television.

SET’s 360-degree campaign will also encompass print, television, digital and social media.

 Creative Agency: The Local

About Sony Pictures Television (SPT) Networks, Asia
Sony Pictures Television Networks, Asia was established in 1997 in Singapore as the Asian headquarters for Sony Pictures Television’s networks business. It operates six ad-supported 24/7 channels in the region which are wholly-owned by Sony Pictures.

AXN is the home of thrilling entertainment; 
beTV is the place to be for the best of TV; 
Sony Entertainment Television is a female-skewing channel offering ‘wickedly juicy’ shows; 
Animax offers anime programming for all
ONE is powered by prime and current Korean entertainment content.
GEM serves up star-studded and popular general entertainment programming from China, Hong Kong,

About Sony Entertainment Television
Sony Entertainment Television (SET) is the one-stop destination for wickedly juicy TV - appealing to discerning females who love their entertainment sassy and fun, with a pinch of mischief.

SET provides stylish entertainment – sexy, chic and witty shows – centered around fashion, lifestyle, design, food, romance and celebrity gossip. Comprising first-run hits from the U.S., the tantalising programme line-up features a variety of genres that will strike a chord with all audiences – fun and engaging drama series, trendy lifestyle-related reality shows and celebrity-driven variety shows.

Sony Entertainment Television is wholly owned by Sony Pictures Entertainment, and managed by Sony Pictures Television Networks, Asia, which also operates AXN, beTV, Animax, ONE and GEM.

About Clear Channel Singapore (CCS)
Every day, Clear Channel Singapore provides 100 million opportunities for brands to meet people.

In 2001, Clear Channel Singapore was awarded the world’s largest street furniture contact to Design Build and Operate (DBO) 3,200 bus and taxi shelters for a 20 year period by the Land Transport Authority. With 80% of all bus shelters in Singapore, our second-to-none island wide coverage offers a variety of activation opportunities through six different media formats.

About Clear Channel International (CCI)
CCI works with advertisers to create inspiring out-of-home advertising campaigns, enabling brands to meet and engage people when they're out and about in 28 countries across Europe, the Asia-Pacific region and Latin America. The company has a growing portfolio that is currently made up of 650,000 displays which span traditional and digital formats on roadside billboards, street furniture and in retail, point of sale, airport, transit and lifestyle environments. It employs 5,800 people and, in 2012, its reported revenue was $1,668m.

CCI is part of Clear Channel Outdoor Holdings, Inc (CCO), the world’s leading out-of-home advertising company with operations in some 30 countries and reported total revenues of $3 billion USD in 2012. CCO is, in turn, 89% owned by Clear Channel Communications, Inc., the global media and entertainment company. The remaining 11% of CCO is traded on the New York Stock Exchange.