Defy

Sony New Zealand / FCB New Zealand INDUSTRY GOLD - RETAIL // CHANNEL GOLD - SOCIAL MEDIA & VIRAL

The Sony Extra Bass speaker allows you to truly feel the music. Sony were looking to launch this new product in New Zealand to a youth audience. The objective was to raise awareness, achieve a 50 percent increase in sales on the 2015 version and steal market share. Macy Baez, a young deaf dancer, was contracted to demonstrate the product which dramatised the power of the extra bass. It captivated the audience and resulted in a 319 percent uplift in sales and an 11 percent increase in the perception of Sony being a 'cool' brand.