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
sales established. 

Dealer launch for Sony organized to give ‘hands on’
product experience.

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.