When Sony Europe won a contract to install its in-car systems in Ford’s premium ranges, it needed an agency to develop an educational campaign to inform both the UK dealer network and its customers on the benefits of ordering a Sony system. RSM supported Sony by providing a comprehensive communication strategy, including dealer launch and training.
“RSM demonstrates a commitment to understanding our business and objectives. RSM also provides the professionalism and innovation
MARKETING - EDM
MARKETING - ADVERTISING
Promote Sony’s in-car entertainment options to internal Ford stakeholders, dealer channels in key European countries and the consumer.
Inform on product options.
Turnkey marketing and communications strategy for UK and German launch, with roll-out to other key European markets.
Allowance made for cultural differences in sales channels and consumer behaviour.
Dealer targets and incentives in new and fleet car
Dealer launch for Sony organized to give ‘hands on’
Concurrent National and regional consumer marketing campaigns: direct marketing, advertising, POS and PR.
‘Take a Spin’ campaign theme incentivised test drives in a Sony-equipped Ford dealer demonstrator.
Programme devised and approved internally, and implemented with test dealer groups within six months.
Penetration of Sony sales increased by 42% within the period.
Programme was utilized by other markets, promoted by Ford.
MARKETING - POINT-OF-SALE