Sony: Hi-Res Audio launch
How Sony used a talent-fronted media partnership to get a group of consumers typically resistant to traditional digital banner advertising to engage with Hi-Res Audio
THE BRIEF – Increase awareness of Sony’s Hi-Res Audio
Sony has always been recognised as the pioneer of audio technology, and wanted to increase awareness of Hi-Res audio to a wider audience. We wanted to encourage music fans to rediscover their favourite albums in Hi-Res audio, and at the same time educate consumers about the benefits and availability of Hi-Res music. The target audience we wanted to communicate to was ABC1 men. We know that this group of consumers is typically resistant to traditional digital banner advertising. We also know that they had a high propensity to seek out the latest music information online, as well as look to influencers for inspiration.
OUR IDEA – Partnering with influential music publications featuring a high-profile talent
We decided to partner with influential music publications to lean on their music expertise and credibility. In addition, we wanted to feature a high-profile talent within the partnership. It was important that the talent resonated with the target audience; someone whom the audience had an emotional connection with. Bauer’s Q and Mojo brands were the perfect partner due to their heritage as the leading music publications in the market and readers who were 35+ music lovers.
THE RESULT – The Inspire video was viewed by 1.6m people across the Bauer network and YouTube
The Inspire video featuring Moby was viewed by 1.6m people across the Bauer network and YouTube. We collaborated with Bauer and filmed the video in Los Angeles, working with photographer/director Columbine Goldsmith. The video was hosted on Mojo and Q’s websites, and supplemented with an Inform video featuring Q and Mojo’s journalists discussing the enhanced audio experience of listening to their favourite artists in Hi-Res.