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Sony VAIO P Series: The Lifestyle PC

With industry research firms reporting a record drop of total shipments for PCs in 2009, all eyes are on the sales of mini-notebooks to help cushion the overall PC market slowdown. 

In one of its most highly anticipated business decisions of 2009, Sony Electronics made its foray into the “Lifestyle PC” (or as some in the industry call it, the “netbook” market) in January.  They turned to their communications partner of five years, Ruder Finn, to explain their rationale, as well as raise visibility and drive sales for this new unit, via two initiatives: its launch at CES in early January, and an event marketing push in New York City, in sync with Fashion Week and its retail availability in mid-February.

Objectives

• Help ensure a positive reception for the Sony VAIO P Series across the notebook/PC industry
• Position the Sony VAIO P series as the ultimate style accessory to fit the fashion conscious consumers’ lifestyle
• Generate significant “buzz” by leveraging print, online and broadcast media to herald the introduction of the VAIO P Series and drive interest in the unit and the VAIO brand

Program

• Conducted bi-coastal pre-briefings – only with reporters who would honor Sony’s NDA – to outline the strategy and preview the units capabilities prior to its announcement at CES
• Maximized Sony’s presence at 2009 CES to raise visibility for VAIO launch: gave public the first glimpse of the P Series at Sony Electronics’ press conference, hosted by president Stan Glasgow, synchronized media outreach with embargo lift to maximize news, worked with Sir Howard Stringer to incorporate P Series messaging into CES keynote address, and hosted exclusive press dinner at CES with top-tier CE reporters and VAIO execs to generate “first take” reviews and build buzz at the show
• Integrated seamlessly with Sony’s marketing agency to promote “living mannequins” initiative at Fashion Week, and product availability.

Results

• Completed 18 NDA briefings with key reporters including USA Today, the Wall Street Journal Computer Shopper, Consumer Reports, Financial Times, Forbes, GQ/Details, LAPTOP and PC Magazine
• Within eight days of its announcement at CES, the Ruder Finn team secured more than 250 placements in business, trade, blogs and broadcast outlets, with news of the VAIO P Series reaching more than 23.1 million people, including the “morning show trifecta” the CBS Early Show, ABC’s Good Morning America, and NBC’s Today Show
• More than 60 reporters joined 200+ VIPs at Fashion Week event, including Best Life, Conde Nast Traveler, cosmogirl.com, Fashionista.com, Glam Media, In Touch Weekly, InStyle Magazine, iVillage, LuckyGirl, Martha Stewart, New York Insider, nitrolicious.com, NYLON Magazine, Ocean Style, OK! Magazine, Promenade Magazine, Seventeen, SheKnows, Style Media, Surface Magazine, Teen Vogue, The Wall Street Journal, US Magazine, Women’s Wear Daily and NY Daily News
• Within two weeks of the NYC Live Mannequin deployment, the PR team secured more than 60 hits for the marketing initiative – highlighting product availability --- including Ad Age, AdCult.com, Brandweek, the Wall St. Journal, and more than 100 lifestyle blog postings
• As a result of the team’s great work, traffic to www.SonyStyle.com doubled the day the P Series was announced, and since its availability, sales have exceeded all expectations

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