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...