Sony mulls over regional rollout of Walkman push

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