The idea was to push the product through below the line activities addressed mainly to the young target;Important visibility spaces were set up in the centre of Milan reproducing Sony Web World in the shop windows of the Mondadori Multicenter.An interactive activity has been organised: performances of a real DJ and a bass guitarist playing music bases available on Walkman website, involving people walking down the street. The window set reproduced exactly SonyWalkman Website and people could directly interact with the site through a touch screen incorporated in the shop window.The brand visibility was strengthen through the Sony branded shopping bags distributed in the Mondadori Multicenter.Strong word of mouth and engagement of people walking in the main Milan downtown street.Everything has been supported by a print campaign in the main music magazines, online Google campaign and a partnership with All music TV, M2O and Deejay radio.

200,000 branded shoppers distributed nationally in one month.About 72,000 contacts generated per week.