The Rail/Air domination program created awareness and stimulated purchase intent for SONY VAIO among mobile professionals.The program hinged on a key strategic proposition: make VAIO top of mind for daily commuters and business travelers by connecting to them via laptop-relevant environments and experiences illustrating VAIO’s superior functionality and facility in travel. Working together with Y&R Irvine and The Media Edge (TME), Brand Buzz launched a fully integrated Rail and Airport domination program encouraging consumers to personally experience the SONY VAIO. The total budget for the Rail/Air effort was $4,622M.Focusing on heavy commuter and business traveler markets, Sony purchased out-of-home media in highly trafficked commuter rail stations and airports. OOH signage was flighted from July 2001 – March 2002.In addition to this massive, VAIO domination media, Brand Buzz further integrated the campaign with a consecutive-day guerilla effort using a promotional sweeps, an in-market display and live demos, street teams distributing collateral, and on-street billboards driving traffic. A dedicated web site with a sweepstakes was also developed to provide additional product information. All of these buzz elements augmented, enhanced and extended the VAIO OOH signage components.To further enhance the program and surround business travelers in airports, we also implemented a Delta Shuttle domination effort which consisted of product placement in the Crown Room Clubs, in-flight advertising (Shuttle Sheet, breakfast bag inserts, stickers), and e-mail blasts to frequent fliers.

VAIO messaging was prominently dispersed through a variety of focused touchpoints making it virtually impossible for the business traveler. The media team for this project did not simply include media planners and buyers, but also art directors, account supervisors, promotion strategists, etc… This unique team executed a 360-degree marketing solution creating awareness and encouraging purchase intent for the SONY VAIO laptop computers. VAIO was made larger than life and yet extremely approachable for the mobile professional with an impactful in-your-face campaign that created buzz and aroused curiosity.The mobile professional represented the bulls-eye prospect for VAIO laptop purchases. The entire program spoke to the mobile professional and hinged on a focused media approach. The media team succeeded in saturating the rails and airports with advertising, events, signage, demos and offers, and brought VAIO to the forefront of consideration.VAIO was omnipresent for business travelers in key markets-whether in the business class lounges, on their way to the gate or in the terminals/stations. VAIO was there to offer a stylish, cutting-edge option for their traveling needs.Due to the increased security issues following September 11th, many venues were initially reluctant to involve outside partners. Brand Buzz, however, pitched a VAIO partnership and received positive response as the programs provided added value to business travelers. The plan was designed to reach this target at multiple touch-points and in unexpected yet relevant environments – airports and commuter rail stations.Mobile professionals stopped by the displays being previously exposed to the impactful OOH advertising in the stations and airports and were intrigued to learn more about the product. What better way than to let them test-drive a VAIO on the spot and make direct comparisons to their own laptop? This plan delivered the right message in the right place at the right time and dominated where competition was absent. It created excitement for the brand through collateral dissemination/instant win sweepstakes and drove consumers to retail/web for more information.A qualitative pre/post study revealed that the SONY VAIO campaign generated an incredible 99.1% total recall rate. Also, 4 out of 5 respondents agreed that this campaign made them more aware of the brand and 3 out of 5 said they would consider purchasing a VAIO after having seen the ads. Furthermore, there was a 14% increase in “inclination to purchase.”More than 550M branded collateral pieces were delivered straight into the hands of mobile professionals over the course of this entire program. Impressions totaled 1,153MM.

The media team for this project did not simply include media planners and buyers, but also art directors, account supervisors, promotion strategists, etc… This unique team executed a 360-degree marketing solution creating awareness and encouraging purchase intent for the SONY VAIO laptop computers. VAIO was made larger than life and yet extremely approachable for the mobile professional with an impactful in-your-face campaign that created buzz and aroused curiosity.The mobile professional represented the bulls-eye prospect for VAIO laptop purchases. The entire program spoke to the mobile professional and hinged on a focused media approach. The media team succeeded in saturating the rails and airports with advertising, events, signage, demos and offers, and brought VAIO to the forefront of consideration.VAIO was omnipresent for business travelers in key markets-whether in the business class lounges, on their way to the gate or in the terminals/stations. VAIO was there to offer a stylish, cutting-edge option for their traveling needs.Due to the increased security issues following September 11th, many venues were initially reluctant to involve outside partners. Brand Buzz, however, pitched a VAIO partnership and received positive response as the programs provided added value to business travelers.