Get your ears ready – Sony Audio

A bit of background: Sony wasn’t exactly known in the audio market – in fact, amongst our desired target audience (millennial males), being unknown would have been a step up. According to research, Sony was the type of audio product that your mom gave you because SHE thinks it’s cool. So, not only do we need to establish credibility in a new market but we need to do it with people that think we’re really uncool. 

Fast forward to a year later. We now have a TV and digital campaign developed by an award-winning agency under our belt. Research shows we only made marginal progress with our target and then our budget gets cut by 2/3rds! This is where the story of our campaigns begins. 

Without enough budget to produce a TV spot or even use an agency, we got creative. Research shows that millennials watch less TV than ever but spend a great deal of time on YouTube, so why not use a YouTube personality – that creates music with objects? It really couldn’t have been a better fit – with the audience or the budget :) 

We produced two spots that were used on YouTube, websites and in theatres.

At the end of all of this, 25% more millennials felt we were cool. See? I knew I could be cool…okay maybe it wasn’t me they thought was cool.