Business Challenge
Help drive sales in-store and online by switching a bigger audience on to Sony Centres.
Insight
By a water cooler that has seen many a debate about what we watched on television last night, our planning and client service teams started to ponder not so much what people look for in a television programme but what they look for in their televisions and other big ticket electrical purchases. Our opinion was that men and women were as divided about what they bought as what they watched. With men favouring buttons and high-end tech specs, and women caring more about look and feel, how it would sit with the home décor. An insight that was backed up by extensive in-store customer interviews.
Idea
Our idea was to position Sony Centre as the perfect place for couples to buy their electrical products together, as the products sold in a Sony Centre had features which appealed to both men and women. To be the face of our campaign, we chose one of the few TV personalities who resonated with both sexes; Vicki Butler-Henderson, a move which added instant fame and an invaluable point of difference to the competition.
Business Created
Sony Centre stores have enjoyed some of their most successful sale periods in their 26-year history. Thanks to a highly targeted campaign which has seen brand awareness increase by 50%.
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From the Blog
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13th Jul 2010
We may be in a new age of austerity, but according to a recent report, spend on luxury status symbols is showing no sign of abating. Apparently, while the rest of us have been swapping Sainsbury’s for Aldi, those with the financial assets to do so have been snapping up cars and jets, country homes and works of art.