Our brief was to build awareness and sales of Sony accessories across customers and staff in Sony Centres, multiples and independent dealers across Europe. Our solution was to create a strong visual identity that indicated added value for the customer at the key point of purchase - the 'accessories by Sony' tag, taking its cue from high fashion.

The campaign was implemented in 16 languages across Europe and encompassed instore POS, dealer training packs and sales support materials, a microsite, html emails and a beautiful viral film which achieved over 400,000 hits on Kontraband in month one - four times the average. Sony has seen sales of accessories explode across the region and the campaign has been adopted globally.