Sony takes shelter with new EJ-01

<p>The Communication Strategy </p><p><BR><BR> </p><p>In the summer of 1999, Sony introduced an innovative CD Walkman, the </p><p>EJ-01 model, in Hong Kong. </p><p><BR><BR> </p><p>Unique features of the EJ-01 were its circular shape and a slide-in disc </p><p>loading system. </p><p><BR><BR> </p><p>The target market was teenagers and young adults, who value not just </p><p>sound quality and functional benefits, but are also concerned about </p><p>aesthetics. </p><p><BR><BR> </p><p>Therefore, the communication strategy needed to convey the unique </p><p>features of the product in a simple and innovative manner. </p><p><BR><BR> </p><p>The Creative Strategy </p><p><BR><BR> </p><p>This had to convey the EJ-01's features via high-impact visuals, and the </p><p>execution needed to appeal to the mindset of teenagers and young </p><p>adults. </p><p><BR><BR> </p><p>Thus, the creative agency developed a print and poster campaign slowing </p><p>a young man sliding in a door, emphasising the EJ-01's slide-in </p><p>disc-loading system. A small product shot was also included to highlight </p><p>the product's unusual circular shape. </p><p><BR><BR> </p><p>The Media Strategy </p><p><BR><BR> </p><p>The core media were MTR and bus shelter panels, supported by magazine </p><p>ads. </p><p><BR><BR> </p><p>TV and newspapers were too expensive for this small budgeted </p><p>campaign. </p><p><BR><BR> </p><p>The coup de grace of the campaign was the construction of two CD-Walkman </p><p>shaped panels, which were placed in bus shelters located where the </p><p>highest teenage foot traffic in Hong Kong was to be found: Pacific Place </p><p>and Causeway Bay. </p><p><BR><BR> </p><p>The panels demonstrated the EJ-01's unique features in a simple, direct </p><p>and cost-efficient manner. </p><p><BR><BR> </p><p>In addition, to leverage on Sony's resources, the panels also played the </p><p>latest songs released by Sony Music. </p><p><BR><BR> </p><p>The bus shelter panels thus served two purposes, promoting not just the </p><p>EJ-01, but also Sony's music software. </p><p><BR><BR> </p><p>Summary </p><p><BR><BR> </p><p>The campaign was a success both in terms of sales figures and press </p><p>coverage. </p><p><BR><BR> </p><p>Sales of the EJ-01 exceeded targets by more than 100 per cent, and </p><p>proved to be one of Sony's best-selling products last year. </p><p><BR><BR> </p><p>Press coverage was featured in the Hong Kong Economic Times, Hong Kong </p><p>Economic Journal, Asian Brand News and MEDIA. </p><p><BR><BR> </p><p>* This ongoing National Geographic Showcase series features selected </p><p>material from winners and other entries in the Best Use of Media </p><p>category in MEDIA's Agency of the Year Awards 1999. </p><p><BR><BR> </p>