Making Sony the centres of attention

How a little Sony TV gained a lot of recognition

Brand names just don't come much bigger than Sony. But while its name gains attention, the profile of Sony Centres - retail independents trading under the Sony name - simply weren't being noticed.

Enter WAA with a brief to gain cut-though in one of the most saturated markets there is - home electricals.

As TV is still one of the most effective ways to quickly build brand awareness, our approach was to create a two-week trial TV campaign using high impact 10" and 30" ads, enhanced with celebrity endorsement from Fifth Gear's Vicky Butler-Henderson.

And because we needed strong results, we made the ads work really hard - highlighting a great TV package offer and an umissable call to the website and call centre.

As well as the phenomenal hits on the website and great sell-through, we've gone on to create over 13 campaigns and more than 68 different ads.