Sony Hi-Res Audio

Client

sony

Service

Education Campaign

WEbsite

sony.com

Branding · Logo Design · Social MEdia

Product Launch • Go-To-Market Strategy • Integrated Marketing Communications • Event Marketing • Content Creation •

Branding · Logo Design · Social MEdia

Sony Hi Res Audio - Education Campaign

OVERVIEW

Cross-category Above The Line marketing campaign to raise awareness of Sony's High-Resolution Audio products across Europe. Our strategy was to use a well known artist that resonates with our target market, talking broadly and emotionally about Hi-Res Audio and what it means to them as an artist.

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OBJECTIVES

• To encourage targeted music fans to rediscover their favourite albums in a High-Resolution Audio by listening to them on the A15 Walkman and MDR1A Headphones
• To increase awareness of High Resolution Audio more widely and the full range of new High Resolution Audio products from Sony
• To educate consumers regarding the benefits of High-Resolution Audio and the availability of High-Resolution Audio music catalogues
• Digital advertising approach using big band/act as trigger to buy

Target Audience

• 35+ years old, male, affluent (€60K+), music lover, CD buying generation
• A group of consumers who naturally reject advertising
• They crave the latest music information, looking to influencers for inspiration
• Online video is one of the audience's main source for inspiration

GAllery