Showcase

The Brief
Although Sony has high levels of recognition In the UK, this is rooted in the increasingly competitive consumer electronics market. Sony stands for much more it is the place where the best content (movies, music and games) meets the best equipment (vision, audio, IT, mobile). Sony wanted to harness this total entertainment USP.

The Challenge
Confound people's expectations by moving awareness of Sony as a consumer electronics brand to awareness of Sony as an entertainment brand. Achieve this without weakening the technology product pillar and also pre-dispose people to buy high value Sony products.

Editorial Response
A high-quality entertainment magazine that Juxtaposes Sony with A-list cover stars and unites all the Sony businesses, yet still weaves product messages and calls to action into the content mix.

Results

After only two Issues, results are already strong,

 

• 48% of respondents felt Sony participates in all forms of entertainment
• 30% had changed their opinion of Sony for the better
• 65% spent over 30 minutes reading the magazine (Hall and Partners research, Issue 1)
• An opt-in CPM database of over 30,000 (by Issue Two)
• A 33% uplift In direct online sales (Sony Style) In the two weeks after Issue One was mailed