Sony - the great campaign that only got bigger and better

Campaign, 1996-2000, to revitalise the Sony brand in AV/IT products and reposition it in anticipation of IT expansion.

Sony

The great campaign that only got bigger and better

Authors: Iris Sampson and Ali Linz Agency: FNL Communications

Objective: To revitalise the Sony brand which had lost prominence to its rival Panasonic. In addition, Sony aimed to position itself as an AV/IT brand in anticipation of expanding its IT line.
Results: Sony's sales increased significantly over the campaign period from 1995 to 2000. Sony reestablished its reputation in the AV/IT market.

BACKGROUND AND OBJECTIVES

In 1995, the Sony brand received...

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