Sony Premium Home
Reinvigorate the Channel
Sony needed to reinvigorate its relationship with custom integrators and the specialty audio video channel. Its consumer messaging and advertising too often conflicted with the needs of their higher-end dealers, hurting sales.
I put together a creative marketing strategy built on a new website, new channel advertising, and the creation of higher-end assets to help specialty AV dealers better support Sony.
Dealer-only Website
SonyPremiumHome.com was built to provide product and program information directly to specialty dealers. We eliminated all the consumer mumbo jumbo and added helpful assets like product cut sheets and control codes that Sony would never include on its consumer websites.
This site was built nearly 15 years ago. It’s still going strong today.
Install Innovation. Install Sony.
We created a simple trade advertising campaign to drive awareness of Sony’s new channel-focused products and programs, written with dealer needs top of mind.
To support the campaign, we wrote the “Install Innovation. Install Sony.” tagline that’s still used today.
Ad designs by Painted Ship Studio. 
High-end Marketing Assets
We created a look and feel separate from Sony’s mainstream consumer marketing approach.
Instead, we created assets to be used by Sony’s speciality dealers to market to their higher-income customers, using visuals and narratives that they could better could relate to.
Video produced and directed by Awesomesauce.
Indisputible Results: A new #1
Within a couple years, Sony achieved #1 market share in the Specialty Home Audio Video channel and won a variety of accolades within the industry for its dealer programs and products.
The website and tagline we created over a decade ago are still active today.
Let’s talk.
Want to take over a market?