Sony takes shelter with new EJ-01

The Communication Strategy

In the summer of 1999, Sony introduced an innovative CD Walkman, the

EJ-01 model, in Hong Kong.

Unique features of the EJ-01 were its circular shape and a slide-in disc

loading system.

The target market was teenagers and young adults, who value not just

sound quality and functional benefits, but are also concerned about

aesthetics.

Therefore, the communication strategy needed to convey the unique

features of the product in a simple and innovative manner.

The Creative Strategy

This had to convey the EJ-01's features via high-impact visuals, and the

execution needed to appeal to the mindset of teenagers and young

adults.

Thus, the creative agency developed a print and poster campaign slowing

a young man sliding in a door, emphasising the EJ-01's slide-in

disc-loading system. A small product shot was also included to highlight

the product's unusual circular shape.

The Media Strategy

The core media were MTR and bus shelter panels, supported by magazine

ads.

TV and newspapers were too expensive for this small budgeted

campaign.

The coup de grace of the campaign was the construction of two CD-Walkman

shaped panels, which were placed in bus shelters located where the

highest teenage foot traffic in Hong Kong was to be found: Pacific Place

and Causeway Bay.

The panels demonstrated the EJ-01's unique features in a simple, direct

and cost-efficient manner.

In addition, to leverage on Sony's resources, the panels also played the

latest songs released by Sony Music.

The bus shelter panels thus served two purposes, promoting not just the

EJ-01, but also Sony's music software.

Summary

The campaign was a success both in terms of sales figures and press

coverage.

Sales of the EJ-01 exceeded targets by more than 100 per cent, and

proved to be one of Sony's best-selling products last year.

Press coverage was featured in the Hong Kong Economic Times, Hong Kong

Economic Journal, Asian Brand News and MEDIA.

* This ongoing National Geographic Showcase series features selected

material from winners and other entries in the Best Use of Media

category in MEDIA's Agency of the Year Awards 1999.