Marketing Challenge

Sony Electronics announced that it would sell one MiniDisc unit per minute for the fiscal year (525,000 units), a ten times increase.  A complete campaign was needed to stimulate retail support and consumer interest in the product.

SOLUTION

Create an integrated advertising and promotion campaign under the theme, “Make it with MD.”  Carry the theme throughout television, radio and print advertising as well as in-store retail promotions and display materials.  Use celebrities (Tyra Banks, Vanessa Angel, Max Weinberg) “on the make” to demonstrate MiniDisc.  Implement active promotion program with free pre-recorded MiniDisc titles, trade in on cassette recorders and rebates to stimulate sales.  Increase overall exposure with barter radio promotions in top 28 markets.  The campaign resulted in sales of over 485,000 unites over the promotion period with penetration reaching the desired level.  Retailers provided significant support to a category that they had not supported previously.

Click to hear radio spot

© Sony