Sony’s encourages consumers to gear up for the World Cup

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Sony UK has launched a new a new initiative inviting consumers to trade in their old consumer electronics products, from televisions to cameras – whether in working condition or not – in return for money off new Sony products. The campaign will run from 29 April until 11 July, the day of the World Cup final.

Sony’s 2009 trade in campaign, which coincided with the government’s scrappage scheme and offered up to £150 off a new Sony BRAVIA for their old television set, proved highly successful and saw more than 150% uplift across BRAVIA television sales during September 2009.

The new scheme is supported by an ad campaign starring English football legends Stuart Pearce, Graham Taylor and Terry Venables, as well as TV celebrity Kelly Brook and Scotland’s one and only Kenny Dalglish. Shown residing in retirement home ‘Bisham Abbey’, the 70s style television set they are watching the beautiful game on together is shown being swapped for a host of new equipment, including a Sony BRAVIA television, Blu-ray player, surround sound system and compact camera.

Andy Benson, Sony commercial director, comments: “We understand that consumers will undoubtedly want to upgrade their kit as they gear up for the World Cup this summer, but cost is still an issue for most of us coming out of recession. This campaign is not only timely in helping people take their entertainment to the next level, it is also a good way to encourage the responsible disposal of old technology. We’ve extended the promotion to include a wide range of products, so I’d recommended checking in store to see what’s on offer”.

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