In decline since the 80's, Sony's AIWA brand had dropped from the youth radar. Re-launching AIWA across Europe, OMD needed to double unaided awareness to 6%. Instead of joining the competition chasing trendsetters, we turned to OMD Communigraphics (our proprietary segmentation tool) to discover AIWA's core target, Aiwanabees - brand followers who live in the suburbs but play in the city. Armed with this insight OMD developed a multimedia campaign to engage Aiwanabees with singing posters and inserts, mobile outdoor sites and SMS logo downloads. We sparked curiosity with outdoor peel off pads, online kiosks, AIWA street furniture, online games and an “Aiwavision Song Contest” on MTV. Maximum impact was achieved with megaposters, TV cluster spots via an MTV event, online audio and tube station domination. The results were unprecedented. Covering 37 markets for under 10m we achieved a record 13% unaided brand awareness. Online performance was also very strong with click through rates nine times the industry average and online brand awareness increasing by 60%.
This campaign won Best Youth Campaign at the 2004 M&M Awards.