Aiwa’s new corporate identity was supported by a new breed of youthful PC-Centric audio products. OMD’s task was to support the re-launch across 37 European markets and double unaided awareness from 3% to 6% (European average) with limited funds. Sales increases are expected from 2004 onwards. Online objectives also required 1,000,000 clicks.

Our activity delivered strong results. This is supported in four markets where research was undertaken, an exception being the UK, where competitive learnings indicate that increased media weight was required. Our approach significantly exceeded traffic objectives, delivering 3.09M clicks (200%+ vs. objective), an average CTR @ 1.91%.

By working closely with our central partners (media and creative), messaging was integrated into key sections of their properties to ensure interaction with the brand was made easy. In gaming sectionswe were not trying to be intrusive, our messaging was more subtle and designed to entertain – ‘Bass Jump’ online game was developed. In broader lifestyle areas we did wish to make more noise, here media planning led to deployment of online audio creative to deliver improved impact.

Targeted Web and Chat (Instant Messenger) activity generated large frequency of exposure, while adaptation of the creative idea into an online game delivered over 260,000 game-plays in five weeks and enhanced consumer interaction. Two separate mobile mechanics extended communication, one allowing consumers to forward Aiwa logos/ring-tones to friends, the second a Java game for mobile download. Aiwa’s Website was redesigned to ensure consistent communication across all channels, off and online. ATL advertising carried the URL.

Post 1980’s decline means that Aiwa is not on the ‘brand radar’ for modern youth. While other technology brands focus on trend-setting opinion formers OMD, using OMD Communigraphics (links personality with communication habits), identified Aiwa’s core target audience to be different. As followers, not leaders we called them ‘Aiwanabees’ who ‘lived in suburbs, played in town and had adopted digital media channels as bedroom-connecteds’. We reflected ‘Aiwanabees’ real lives by creating personal, playful and digital communication. We focused our communication contact points to reflect both the everyday suburban youth experience and the more stimulating ‘in town/virtual’ playtime. Digital was established as a key media channel within our overall communication mix.