Sony Premium Home
Reinvigorating the Channel
The Brief
Sony needed to clean up 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.
a one stop shop for dealers
SonyPremiumHome.com was built to provide specialty product and program information directly to specialty dealers and integrators.
We eliminated all the consumer mumbo jumbo and added targeted assets like product cut sheets and control codes that Sony would never include on its consumer websites.
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 those customers could better could relate to.
Video produced and directed by Awesomesauce.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. 
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 are still active today.
Let’s talk.
Want to take over a channel?