Case Study - SONY of Canada Ltd.

The Client

SONY of Canada Ltd.
SONY of Canada Ltd. is a wholly-owned subsidiary of SONY Corporation of Japan. The company operates the primary marketing and distribution of SONY products across Canada.

The Project

Sales education campaign tool, contest, campaign tracking, Flash development.

The Story

Working with Trajectory Sales Enabled, Primal Tribe created for SONY Canada a flash-based education tool, campaign and contest. The purpose of these tools was to educate retail outlets on the SONY PlayStation 2 gaming console’s key benefits. SONY found that retail locations (Best Buy, Future Shop, EB Games) had diverse sales teams who were largely uneducated when it came to the details of SONY products. The campaign was also designed to differentiate the SONY PlayStation 2 from its closest competition, Microsoft’s XBOX.

The Solution

Once informed of SONY’s marketing, audience, and training challenges, Primal Tribe conducted research to determine the best tools and techniques to use for the campaign. Primal Tribe proposed a Flash-based online education presentation that collected statistics. This tool would measure the success of the campaign, and would be the most widely accepted format for the diverse retail audience. Using engaging graphics and sound, Primal Tribe presented the key benefits of the product and employed multiple choice questions to quiz the user. These results were tracked to be viewed by SONY of Canada.

Upon launching the campaign, PTI provided tokens to the SONY sales team to give out to their tech department. Each token had a unique code; when the code was keyed into the online presentation, the user was eligible to win a limited edition (red) PlayStation 2, provided they completed the whole training process. The contest incentive and the use of gamer-friendly navigation and graphics made this campaign very successful across Canada.

Quick Fact