Multi-channel integrated campaign - Sony

Sony

Multi-channel integrated campaign to support Sony’s World Cup ‘Trade-in Scheme’

  • Email, radio, in-store POS and TV
  • Emails drove 25% of all traffic to the Sony website landing page to find nearest trade-in stores

Insights

We knew that the World Cup would be a good emotional trigger for people to consider upgrading their TVs.  However, people often are reluctant to get rid of their old equipment, feeling they might have some use for them down the line.  We needed to convince them to do otherwise and trade-in for a shiny, sexy, slim and new model by visiting their nearest trade-in store.  The FIFA 2010 World Cup trade-in was developed to achieve this.

Ideas

Using the headline ‘Trade in your old kit for a brand new Sony’, we created a comical TV campaign using English football veterans to spread awareness of Sony’s scheme. From this the broken TV hero image was created to allow consistency throughout the other designated channels of CRM, Online, Press and Retail. Using Sony’s data, we were able product specific emails that drove prospects online, directing them to their nearest Sony Centre for the sales conversion, ensuring we delivered a coherent and targeted customer journey.

Measurement

The email campaign accounted for over 30k unique visits to the World Cup trade-in page and 25% of the overall visits, and the overall success of the World Cup trade-in concept has seen it rolled out more recently for Sony’s 3D Bravia range.