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Marketing Objectives:
To increase the sales of the Sony Walkman Brand and make it relevant to Gen Y.
Process:
Conducted Offline and Online Cultural Anthropological Insight and Analysis of Gen Y and the Walkman Brand. Determined that DJs and other influentials were using the Mini-Disc (MD) Walkman to record their mixes onto and bring it live into the clubs to play it over the sounds-ystems. Designed an Integrated Offline and Online Campaign that had local and national DJs promote the MD at their events and online and to place their limited edition mixes onto Mini-Disc Media and had pretty girls interactive at their events with the audience letting them listen to the mixes and providing them the MD media with a coupon on the back to drive to retail as well as a specific Sonywalkman.com URL that only guerilla PR had to drive users to hear the tracks online and send them to friends. Designed and launched a DTC and DTI campaign to increase website traffic to the Sony Walkman site among the 16-24 year old demo.
Results:
Provided valuable insight that could be turned into action. Drove more traffic to the Sony Walkman site than all of the other Sony Electronic sites combined. Successfully raised Awareness of Walkman Mini-Disc Player amongst Gen Y, and helped to increase sales at both brick and mortar as well as online several 100% from the previous year. Client was so satisfied they had GPR start to do work for the Car Audio Xplode and Home Electronics Divisions.
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