Zenith creates Sony zones in prime sites

ZenithOptimedia engineered the long-term media buy for four panels in the MTR's newly-renovated Causeway Bay train station, which opens onto a Texon bus shelter that also serves as a canvas for a variety of Sony campaigns to target young shoppers flocking to the district. A second, larger domination deal involving 10 panels has also been struck for the MTR's concourse in Mongkok, another shopping district favoured by local youths. "In recent years, consumer behaviour has changed and more time is spent outdoors than at home. Therefore we believe outdoor media cannot be missed as one of the basic elements when considering a complete set of deliverables," said Maria Sin, senior manager of Sony's marketing communications department. The latest Sony brand to utilise both Causeway Bay sites is the Walkman A-series, the newly-launched MP3 player, which the consumer electronics manufacturer claims incorporates intelligent features that allow the player to customise play lists to suit an individual's mood. ZenithOptimedia converted two of the four panels at the Causeway Bay station into a window display to showcase a range of T-shirts, which is central to Sony's strategy of marketing the Walkman as a fashion accessory. Walkman buyers can choose a free T-shirt from different designs, which serve as a backdrop to showcase the MP3 player's electroluminescent casing. The outdoor component supports a TV and print campaign created by Euro RSCG. Andras Vigh, ZenithOptimedia Hong Kong CEO, said the agency first tested the window display opportunity late last year with a considerably more expensive product -- Sony's Bravia flat-screen television sets -- without any trouble. It displayed a 32- and 14-inch model to demonstrate Bravia's picture quality to passing MTR commuters. "Sony's showroom is next to Sogo department store (located above the Causeway Bay station), which makes the MTR and bus shelter sites a perfect location from a targeting angle," Vigh said. "By tying in the MTR and the bus shelter, we have helped Sony achieve dominance in an important retail site." Optimedia associate director Venus Lai said the agency would be looking to renew the MTR contract when it expires shortly, as part of another long-term buy. "We want to try and create a Sony zone in those areas," Lai said. "Our agencies -- creative and media -- all understand that we need something non-traditional," Sin said, adding that the showcase displays were examples of Sony and Zenith looking for ways to maximise outdoor impact.