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Case study - Sony

Campaign objectives
Sony had the following objectives:
Raise awareness of Sony Walkman
Differentiate Walkman vs iPod among 16-34 year olds
Drive off-line sales

Campaign activity
Targeted activity ran on our portal around music content and incorporated a variety of ideas to demonstrate Sony’s music credibility

Campaign results
1. Spontaneous awareness increased
25% increase amongst 16-34 year olds
60% higher than for Apple’s iPod

2. Clear uplift in key product messages
72% uplift in those agreeing that Sony offers the ‘best battery power’
26% uplift in those agreeing Sony has ‘largest memory capacity’

3. Consideration to purchase rose to 83%
56% higher than for Apple’s iPod