Sony introduces VAT back scheme

Sony UK will offer customers ‘VAT Back’ across its product range in a move to help the nation save money on Christmas presents such as compact cameras, e-Readers and Blu-ray players, as well as larger purchases ahead of the forthcoming UK VAT rise in January.

Sony developed the initiative through extensive consumer testing which revealed that the VAT rise is a major concern for consumers, especially in the run up to Christmas.

The campaign – a first for a consumer electronics company in the UK – will run until Christmas Eve and feature a wide range of high street retailers such as John Lewis, Tesco Extra, M&S Home, Jessops, PC World, Amazon, Comet, Currys and Argos, as well as independent outlets and Sony Centres.

Andy Benson, Commercial Director, Sony UK said: “Next year is likely to be a tough time for everyone, and with Christmas around the corner, getting the ‘VAT Back’ will hopefully make the difference for anyone in two minds about whether to make that extra special purchase for the family or as a Christmas gift ”

For consumers to benefit from the offer the full price of the item is payable in-store then shoppers have until 31 January 2011 to claim the VAT cash back from Sony on purchases made between 28 October and 24 December. The scheme includes all 3D televisions and Blu-ray products, full high-definition AVC Handycams and selected digital cameras, Readers, VAIO netbooks and iPod docks.

The new initiative is supported by a national advertising campaign, staring Sir Derek Jacobi as Scrooge in a modern-day version of A Christmas Carol. The ad opens with a bedraggled Scrooge alone in a gloomy London flat on Christmas Eve. He reads a newspaper headline and voices the message aloud ‘V.A.T back ….. Sony….ends Christmas Eve’ which inspires him to purchase a wealth of Sony gifts for his nephew’s family.

A dedicated online hub for the initiative - www.sony.co.uk/vatback - will launch on 28 October to inform consumers which products are included in the promotion, where to find their nearest store and how to claim their VAT back. The official launch slot for the ad will be during the ad break of X Factor on 30 October, and will be an extended two minute version of the ad.

For more information please visit www.sony.co.uk