KUALA LUMPUR: Sony is considering rolling out a new Malaysian
campaign for its Walkman brand across Asia-Pacific.
The campaign, developed by Leo Burnett, takes in print and ambient
media, including ads stretched across the steps of railway stations. It
uses the line "You are never alone", alongside a brand icon based on
musical note, which is positioned as a friendly presence for the brand's
youthful target audience.
"The market is saturated - there are so many rivals," said Leo Burnett
Malaysia managing director Charles Cadell. "Walkman is getting almost
passe, with so much else around. The target market is people leaving
home for the first time and getting their first jobs, who may feel
isolated and lonely, and who use public transport," he said.
Cadell said that Sony was so pleased with the new campaign that it was
looking at deploying it across the region.
Burnett is one of Sony's three agencies in Malaysia.
