Functionally and in it’s design, the Sony shower radio is not a typical Australian market product. This naturally brought with it inherent difficulties when launching the product here.
From the very start, the marketing team narrowed down the scale of the launch to Sony ANZ’s direct channels. Based on the market research learnings we focused on female segment as potential buyers. We chose bright, pleasant/cheerful colour tones – aqua blue aligning with the product colour as the main theme colour.
The main objective decided by the marketing team was to attract and draw the attention of regular Sony Store patrons who were already familiar with the placement of the Sony promotion stand. To grab the attention we used animation in a fun and playful way to align with the product’s design concept: bringing music and radio into the shower time.