In an engaging music marketing campaign held in the streets of Hong Kong, Sony gave music fans a curated listening experience with its first music minivan. The experiential campaign titled “h.ear Music Express” gave fans some live performances from local talents Phil Lam, Lil’ Ashes, Mischa and more.
Also in a bid to cut down on the noise and make it all about the music, Sony launched its first “silent party” to promote its new range of high tech devices designed to deliver high-res audio in style with two headphones as well as a new Walkman.
Sony brings trendy experiential marketing with #hearyourcolours campaign
Sony’s new range of hi-res audio products which form part of its h.ear series were launched in an interactive campaign where music was used as part of the whole product experience. In this, revolutionary and trendsetting campaign, Sony gives university students from eight different campuses and everyday music fans a curated listening experience from its music minivan.
The “Music Express”, a music minivan, was a great way to capture the attention of consumers with its fun and vibrant setup which emphases the colors of the headphones. Music fans were treated to live performances by local singers Phil Lam, Lil’ Ashes and Mischa. Sony also had its ‘brand ambassadors’ tap into their massive social media followings by having Lam share his performance on Facebook’s live-streaming app ‘Mentions.’ The live-streaming component to this campaign is notable in that it’s giving the live-performance a broader audience exposure by extending its reach to music fans outside of the actual venue.
Sony is using the #PowerOfMusic to bring its products closer to consumers via experiential marketing
As part of the campaign, Sony organised its first “silent party” with live performances by Lam and Mischa at the event launch of the new hi-res audio product line called “h.ear series”. Audiences couldn’t hear the live music and singing performances unless they wore the new headphones to listen to who was singing on stage.
Sony is delivering strong marketing messages to millennials with experiential marketing, which is seen to be a trending marketing strategy. It’s not a new concept, but it’s certainly finding renewed popularity especially in a busy city like Hong Kong where cutting through the media clutter is necessary.
According to Event Marketing Institute’s fourth annual EventTrack study, this type of marketing is on the rise, with marketers spending on average 4.7% more on experiential and event marketing in the previous years more than any other type of marketing. The increase clearly driven by marketers ensures that brands are seen as tangible and accessible in consumers lives in person and digitally.
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In addition, brand experiences such as this Sony campaign drives trust and purchase. In a study from Momentum Worldwide, it was revealed that millennials who engaged in a unique branded live experience in the music space have a 37% better perception of the brand, are 55% more likely to trust the brand, and 59% more likely to perceive the brand as authentic than millennials who did not attend. Additionally, they are 46% more likely to purchase the brand and 62% more likely to recommend the brand than millennials who did not attend a live event.
“The “Music Express” and “Silent Party” are new platforms that we aim to provide music lovers with fresh new listening experiences of live performances with high quality audio products,” said Simois Ng, head of marketing communications at Sony Corporation of Hong Kong Limited.
Making it all about the music with “Silent Parties”
The latest trend in the music scene has emerged with “silent parties” which was a very important component of the Sony #hearyourcolours campaign. It is innovative, clever and certainly interactive and something which we believe we will be seeing more of in 2016.
Silent parties makes it all about the music. They offer the same club vibe with the addition of headphones to party goers, but makes the experience a unique one. Whilst people can gather as a group at these silent parties, the headphones emphasise that listening to music is a personal experience by isolating all other ambient sounds, therefore ensuring the music experience is an intense one.
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Follow @TunedGlobalIn September of last year until March 2016, Sony Philippines and underground music club, Black Market, are collaborating to stage a series of these silent parties. Sony also organized the first silent concert in Manila which featured Ely Buendia and Bamboo, a couple of years ago and seems to be a trending experience which Asians are welcoming with open arms. The concert came to audiences live from a recording studio, and performed before headphone-wearing guests in an enclosed area on the opposite side of a glass panel.
“Usually when you’re out watching bands or clubbing, people tend to scream at each other and socialize,” Sandejas tells Inquirer.net. “Sometimes the music is taken back; it’s not the reason for being there,” adds Niña Sandejas, a photographer who has covered various music events in the Philippines.
SIlent parties are delivering a unique listening experience to music fans giving fans a deeper appreciation for the music. And Sony’s clever marketing team has delivered just that with its extra bass headphones. Music is guaranteed to be a more upbeat and heart-thumping unique listening experience.
The series of silent parties will feature some of these underground acts, such as The Zombettes, Skratchmark, Italo, Yana, Vince Pante, and David Sorrenti, as well as DJs Erick Ong (Mulan), Red Lintag (Red-I), Angelo Mendez, PJ Martinez (Don P), and Astrid Reyes (Soulflower).
“We are home to a lot of Manila’s music heads, and we’re proud to have Sony as our partner in showcasing their talents in this unique setup,” said Black Market managing partner Anna Sobrepeña-Ong.
Sony is delivering a campaign which is fun, interesting and engaging, captivating consumers with an authentic marketing experience. Experiential marketing has been described as an initiative for brands to extend a hand, to touch and engage consumers. This campaign from Sony has been nothing short of engaging by communicating with consumers by blurring the distinction between branding and media. Using music as a key content in experiential marketing and tying it into the entire product experience was seen to be a successful means to capture the attention of consumers. Sony made music the focal point of this campaign by eliciting emotional connections with its consumers.
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