There is no clearer symbol for fashion than mannequins. So, we created an experiential marketing effort that put the Sony VAIO in the hands of these iconic fashion presenters and brought them to life on the world’s biggest runway: New York City.

Over two weeks, these “live mannequins” went about their newly found lives by making appearances in Manhattan’s most trendy, iconic neighborhoods and locations. The campaign gained such momentum that they were even invited to the inner sanctum of fashion, New York Fashion Week.Throughout, the mannequins were outfitted in the latest designs from four up-and-coming fashion designers: ThreeASFOUR, Elise Overland, Katy Rodriguez, and Libertine. They acted as living billboards illustrating different consumer benefits of the VAIO, from its capabilities (GPS, built-in wireless, Windows Vista), to its sleek design and portability.

Never before has a notebook been so desired and wildly accepted by the fashion community. Our experiential campaign generated over 30MM impressions in under two weeks, and had fashion trendsetters and opinion-leaders on waiting lists for the new VAIO to complete their fashion ensembles. Given our limited budget, we were able to deliver a highly targeted and impactful campaign that generated a huge viral spike, drove sales, and aligned Sony with an influential new audience.