Sony Hong Kong introduced its first music minivan to bring a curated listening experience to the streets, running around Causeway Bay, Mong Kok, and the campuses of eight universities in Hong Kong.
Working in conjunction with KimLo Workshop, the marketing stunt, titled “h.ear Music Express”, carried live performances from a cast of local singers, including Phil Lam, Lil’ Ashes, Mischa and more. Lam’s performance was shared live on the live-streaming app Facebook Mentions.
As part of the campaign, Sony organised its first “silent party” with live performances by Lam and Mischa at the launch event of the new hi-res audio products h.ear series earlier this year, where audiences couldn’t hear the live music and singing performances unless they wore the new headphones to listen to who was singing on the stage.
“The ‘Music Express’ and ‘Silent Party’ are new platforms that we aim to provide music lovers with fresh new listening experiences of live performances with high quality audio products,” said Simois Ng, head of marketing communications at Sony Corporation of Hong Kong Limited.
“We want to let talented local singer-songwriters unleash their potential and have close contact with the audience. We’re glad to know that both activities were well received by the participants.”