Handover of 25.000 Users of the micro- sites in GER, GB and FRA as registered users when launching CONNECT
The problem and our approach
- Sony is one of the biggest electronics companies worldwide with the core business in entertainment electronics. Sony CONNECT was a music download platform, which was unique in Europe at the point of the planned launch
- The project objective was to increase brand awareness and the willingness to register with CONNECT in the prelaunch phase
- Hence target group relevant positioning- and communication concepts were developed and concrete marketing measures were derived and realized for the prelaunch phase
Insights in our findings
The growth target group
- User of illegal and legal online music services
- Non-users of online music services
Results of the project
- Implementation of three microsites in Germany, Great Britain and France
- Implementation of various marketing measures (online banner, flyer, shirts, stickers, contests) to generate brand awareness and registration-interest among the defined target groups
- Handover of 25.000 Users of the microsites in Germany, Great Britain and France as registered users at the launch of CONNECT
