Project Highlights

• A Fresh Publishing Platform

  The new site is full of rich detail

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• Facebook Campaign

  The Citizen Model Campaign stars the fans

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• PIIQ Product Showcase

  A new product launch for Sony

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Color Meets Street

Sony was losing headphone market share to niche players. We helped make the brand relevant to teens with the launch of a new sub-brand — Sony PIIQ.

We began by developing a robust strategic platform and central brand idea that would drive a fresh and authentic creative solution, custom-built for teen audiences who live and breathe all things digital. With this insight, we felt that if we could find a way to inspire teens to participate in something they already loved — self-expression — they would celebrate our brand.

First, we developed an in-your-face video showcase highlighting all the things that make PIIQ great: street-style, fresh creativity and aggressively bold colors. Next, we launched the Citizen Model Facebook Campaign where we traveled to relevant teen events and produced high-quality photos of fans wearing their favorite PIIQs. Recently, we upped the ante on the PIIQ product site, creating an entirely new publishing platform that allows the product to shine while giving teens the kind of fresh and authentic content they care about - all while giving them the crucial tools to connect and share with their friends.

The result of our product platforms and social campaigns has resulted in a highly active teen community that has driven sales both on and offline.

Odopod translated our expertise in product design into a fun, fresh web experience that will help establish Sony as a force in the fashion and action sports headphones industry.