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 the research report
card that every marketing professional dreads. After enjoying many years of
excellent brand health, Panasonic had moved to parity with Sony on brand predisposition
for audiovisual goods (TVs, stereos etc.).