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SONY AUSTRALIA: BRAND REGENERATION 

Project Overview:

Multi-national entertainment organisation, Sony Electronics, is a diverse brand that caters its products to a large audience. Recently, the company has experienced a major marketing flop amongst Queensland’s youth, trailing behind on the buying patterns amongst the Generation Y and Z market. The research task, “Regenerating the Sony Electronics Brand” aims to investigate how the company’s young Queensland customers and potential customers engage with the Sony brand and Sony’s entertainment products. With ample research data and analysis, the group developed an experiential marketing strategy to achieve these aims.

Jungle Love Festival Project:

Through the collaboration with J​ungle Love Festival, S​ony Electronics will provide festival attendees with a relaxed “chill out zone” fixture over the two day event. With Sony Electronics providing free entertainment including card games, music, WiFi and charging stations. The main attraction however, is centred on the immersion and self-expression released by attendees listening to music through Sony's newsest range of headphones whilst they paint on white canvases provided by Sony; therefore, highlighting the concept of Synesthesia. 

Benefits:

 

  • Effective way of gaining brand awareness and engaging with young consumers

  • Repositioning Sony’s brand image as fun, young, being involved and sharing the interests of young people, allowing young consumers to connect with the brand

  • Helping Sony get involved with community projects that resonate with young consumers

  • Effective way of collecting consumer information which may be used for future Sony strategies

  • Jungle Love is a smaller festival, thus providing a great environment for Sony to trial this form of project to see whether their presence at larger commercial festivals is a viable option in the future.

  • Help promote Sony’s headphones and wireless MP3’s to appropriate demographic

  • Provides engaging marketing content for Sony’s social media pages which will increase young consumer’s engagement with the brand, brand awareness and top-of-mind awareness when making purchase decisions

  • Social media coverage on all Jungle Love Entertainment social channels and attendees’ personal social media who will use hashtags during the event

Execution: 

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