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.

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