Always be Immersed in Sound with Sony Korea

Client’s Challenge

  • Necessity to make brand differentiation to similar-designed and low cost products in earphone industry, a relatively low entry barrier industry
  • Necessity to give potential customers a chance to test out products and branding among new millennial customers
  • Product advertisement according to customers’ various lifestyles

M&K’s Strategy

  • Position SONY Audio as an audio brand with tradition through introducing SONY Audio’s history, audio related know-hows and unique technology
  • Leverage celebrities to increase public awareness
  • Establish customized promotion strategies through setting promotion concepts by products and communication messages

Client’s Success

  • Increase in traditional media coverage and feature coverage
  • Increasing the overall brand and products’ awareness through PR activity in regards to the media and target customers
  • Online viral spread of SONY brand through active communication with customers

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