Sony plugs in for new customers

Hong Kong - Sony has rolled out an integrated campaign tagged "Hear the Truth" aimed at attracting users to its newly released Walkman.

Antony Chow, chief executive for EuroRSCG Hong Kong, said that the digital music category is extremely competitive and a strong differentiating point for Sony is its sound quality.

"Serious music lovers know this and are very brand loyal, but we wanted to reach beyond this demographic to attract new users", he added.

To raise awareness of Sony's new walkman, Euro RSCG Hong Kong has created plug-in stations featuring product displays of the Walkman series that allow consumers to literally plug into the walkman with their own earphones to listen to the sound quality.

These "Hear the truth" plug-in zones are strategically located at busy commuter routes in the city such as at the Mongkok MTR station, which is an area popular with youths.

Marky Lo, ECD for Euro RSCG Hong Kong said, "The plug-in stations around town are a great way to bring the experience to the masses; who wouldn't prefer to listen to free music while they are waiting at the stations?"

Apart from the interactive OOH execution, the campaign is available in print and features three local singers each with different music styles and backgrounds as brand ambassadors.

They are veteran rock musician Paul Wong, an up-and-coming pop singer Jason Chan and fresh new face Jaime, all three brand ambassadors are appointed to show that Sony Walkman is relevant for all music lovers.

The campaign will run through the end of October in Hong Kong.