Sony MDR: Listen with Respect

This case study shows how Sony, an electronics company, successfully launched its new product in the Philippines using a two-fold event campaign.

Sony MDR: Listen with Respect

Agency: Geometry Global PhilippinesClient: Sony Philippines

Summary statement

Redefining Music Appreciation

The Sony "Listen With Respect" campaign redefined music appreciation by getting music loving teens to pay homage to the artists who have transformed the face of music -- turning the mere act of listening into a sign of respect.Passive appreciation of music had been prevalent with teens who choose standard headphones to listen to the their favorite music. This lack of appreciation for the musicians and their craft is echoed in store, where listening stations...

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