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SONY Consumer Electronics
Sony Electronics' VAIO computers are uniquely stylish, innovative PCs fighting for market share and mindshare within an increasingly competitive and commoditized industry. In the spring of 2005, Sony VAIO developed a notebook computer that allows users to connect to the Internet essentially anywhere they could get a cell phone signal. The new VAIO T Series notebook was poised to be a breakthrough in mobile productivity and communications. It was the first widely available consumer notebook to integrate WWAN (wireless WAN) technology, providing Internet access via Cingular Wireless' EDGE Network. Sony VAIO wanted to claim ownership of this computing concept, and looked to Ruder Finn to make a big impact with its launch.
OBJECTIVES
- PR efforts began by identifying three target audiences, defined as (1) jetsetters who require an ultra-portable notebook, (2) early adopters and affluent consumers desiring high-end electronics regardless of cost and (3) image-conscious consumers whose purchases are driven by aesthetics and who appreciate stylish design.
- Position Sony as a leader with an "industry first" technology that meets the needs of today's mobile PC users.
- Drive sales and garner significant media coverage of the T350 notebook.
PROGRAM
- One month prior to the announcement, Ruder Finn and Sony conducted a media tour to brief nearly 20 long-lead consumer and technology media and industry analysts on the new product under NDA, including CNET, Creative Strategies, Gartner Group, IDC, PC World, Popular Science and SmartMoney.
- Several weeks prior to the launch event, Ruder Finn worked with select press including CRN, Forbes, Fortune, LAPTOP, Men's Health, The New York Times, PC Magazine, TIME, USA Today and VARBusiness – to conduct preliminary previews of the T Series PC to ensure that in-depth product coverage would hit in precise synchronization with the launch and first customer ship.
- The day before the launch, Ruder Finn and Sony hosted a webcast under embargo to ensure that daily news outlets, wire services and reporters outside the New York area were armed with accurate information without endangering the NDA. Fourteen top-tier outlets participated including Associated Press, BusinessWeek, Dallas Morning News, IDG News Service, Investor's Business Daily and The Washington Post.
- The program culminated in a media event at B.E.D., a hip Manhattan nightclub. Top executives from Sony and Cingular shared remarks about the product and their strategy, and then invited reporters to participate in a "Where do you PC?" challenge, which asked them to use the T Series to IM with our "remote user" in real time, from the "comfort of bed." The activity demonstrated the easy-to-use, always-on Internet access feature, and gave the media hands-on experience with the product, while igniting their competitive spirits.
RESULTS
- Event drew 70+ top NYC media including: Wall Street Journal, The New York Times and Bloomberg.
- Pre-webcast generated 50+ media hits in 1st day; reviews hit in USA Today, CNET, PC Magazine and an Associated Press story ran in 72 outlets.
- Event generated loan unit wait list of more than 20 publications wanting to write reviews.
- Pre-sold 200+ units – 3x's more than expected – of the most expensive VAIO in 1 week – triple team's expectations and absent any advertising. Success attributed by Sony to the strength and abundance of coverage.
- T Series inventory sold out before product was available in the channel and to the public and has gone on to be among the top-selling big-ticket items on SonyStyle.com.
- Requests to borrow the notebook flooded in – from outlets including BusinessWeek, CARGO, Travel + Leisure and Esquire – bringing review opportunities to a peak at 30 percent higher than any previous VAIO product.
- Coverage results within 30 days of launch:168 articles (print/online) and 14.5 million / 5 million impressions.
- Total coverage (as of Jan. 31, 2006): 296 articles (print), 82.3 million impressions and 4.4 million broadcast impressions.
