Sony: Keep Every World On - New product launch campaign of Sony Linkbuds

Emily Tai, Fiona Yang, Sookie Gu

Sony, a consumer durables brand, launched a campaign in Asia to boost awareness for LinkBuds, discover consumers' potential needs and the most meaningful touch points, and attract sales.

Campaign details

Brand: Sony Brand owner: Sony Entrant company: Ruder Finn AsiaIdea creation: Ruder Finn Shanghai Market: Greater China Sector: Audiovisual products Media channels: Word of mouth, Influencers, KOLs, Online video, Public relations, Livestreaming Budget: 1 - 3 million

Executive summary

Facing the intense competition and technological innovations in the True Wireless Stereo market, Sony disruptively launched the never-seen-before product LinkBuds with an innovative hollow design to rock the young generation market in China and fortify Sony’s leading positions in the audio industry.

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