Aiwa’s new corporate identity was supported by a new breed of youthful PC-centric audio products. OMD’s task was to ‘find a voice’ for Aiwa by re-launching across 37 European markets and double unaided awareness from 3% to 6% (European average) with limited funds. Sales increases are expected from 2004 onwards.

A campaign in 37 markets for under €10m achieved 13% unaided brand awareness, smashing the 6% target. Online performance was phenomenal - click through rates were 9 times the industry average, with online brand awareness increasing by 60%. Future sales can now build on a solid awareness base. Aiwa is back!

Our media strategy brought our multiple executions to life. The MTV launch break introduced nine ‘Sonic’ creative characters. An Aiwavision Song contest with MTVE.com allowed consumers to vote for their favourites. An impactful European audio online campaign included SMS downloads and games. Multi-format outdoor where Aiwanabees ‘played in town’, including mega-sites, mobile sites, promo bikes and metro station domination were further enhanced by singing posters and print to deliver personal, playful and digital moments.

To ensure stand out we ‘assaulted the senses’ enabling Aiwanabees to see, hear, touch and play with the new Aiwa. All communication across media channels spoke with ‘one voice’ by creating surprise, curiosity and impact. TV, posters, print, promo bikes and online communications sang the same song. Outdoor kiosks provided access to the ‘Sonic’ website while outdoor peel-off pads allowed Aiwanabes to take home the stars of the TV ads. Aiwanabees learned to ‘expect the unexpected.’

Steady decline post 1980’s meant Aiwa was not on the ‘brand radar’ for modern youth. While other brands focused on trend-setters, OMD, using OMD Communigraphics (proprietary communication analysis tool), identified Aiwa’s core target audience as followers, not leaders, ‘Aiwanabees’ ‘lived in suburbs, played in town’ consuming a range of media daily. We needed to engage Aiwanabees by creating surprise, sparking curiosity and maximising impact across a range of contact points to surround Aiwanabees in order to reflect both the everyday suburban youth experience and the more stimulating ‘in town’ playtime. TV, digital, outdoor and print were our key media channels.