Connect

CASE STUDY

Sony

Airport Transit Advertising

Executive Summary

Sony leveraged innovative transit advertising to build anticipation for the Sony Reader launch, focusing on high-impact airport ads at Minneapolis/St. Paul and Chicago O’Hare. Our strategically designed and placed activations offered travelers an engaging preview of the product, generating significant pre-launch excitement in these bustling transit hubs.

Business Challenge

Sony wanted to build anticipation for the Sony Reader by engaging travelers in high-traffic areas ahead of the product’s launch. The challenge was to capture the attention of frequent flyers at Minneapolis/St. Paul (MSP) and Chicago O’Hare (ORD) airports, generating excitement and curiosity about the new product.

Goals & Objectives

  • Generate pre-launch excitement: Build anticipation for the Sony Reader among travelers.

  • Inform and engage: Create interactive airport ads that provide travelers with an immersive product preview.

  • Boost product and brand awareness: Maximize the reach of transit advertising to drive awareness of the Sony Reader and strengthen Sony’s brand presence.

Our Solution

To tease the upcoming launch of the Sony Reader, NPARALLEL + Atomic Props elevated the concept of airport ads by designing and fabricating striking replicas for placement at MSP and ORD.

These high-traffic locations were chosen to maximize exposure to the target audience of frequent travelers. The front of the Sony Reader replica featured an aluminum construction with paint and vinyl appliqués, showcasing a custom-programmed digital screen that simulated flipping through book pages.

The cover, crafted from fiberglass with a faux-painted leather finish, added a premium touch to this innovative display.

Results

Successfully captured attention, engaging travelers with the Sony Reader replicas. This created pre-launch Buzz that generated excitement and anticipation for the Sony Reader ahead of its official launch. It also significantly increased brand and product visibility, positioning Sony’s new release prominently in the minds of travelers.