Sony » Generation Audio
Sony Malaysia had a dwindling number of new customers in the general
audio category because their products and advertising did not connect
with any market segment, particularly the younger set. They needed
fresh, new advertising ideas to help bridge the "generation
We coined the term "Gen-A" (Generation Audio) to target
hip and happening Gen-Xers in order to stir up a "revival"
of sorts. The strategy was to inject a free-loving, youthful spirit
of Sony products and generate a whole new base of customers.
Guide " Print ad
you Gen-A?" Brochure/Poster
Virtual Commune" Site structure