Sony partnered with six designers to outfit “live mannequins†for a show-stopping way to get the jaded New York City notebook users to pay attention. The mannequins are strewn throughout various locations in the Big Apple where they will be featured until Valentine's Day.
The campaign was designed by 180 Los Angeles Executive Creative Director William Gelner to draw attention to the new Sony Vaio P Notebooks.
Implications - In contemporary society, it is difficult to garner attention from consumers. Because of this, different tactics are required to sell a product. Placing emotional, real-life associations with a product will give companies a leading edge over competitors, as this tactic will create more of a relationship with the consumer.
What's Driving This Trend
- Emotional Branding
- Creating real-life associations with products to establish a deeper connection with consumers.
- Interactive Advertising
- Using live mannequins as a unique way to capture attention and engage with customers.
- Experiential Marketing
- Using immersive experiences to generate excitement and interest in a product or brand.
Who This Affects Most
- Fashion
- Fashion designers partnering with brands to create unique and engaging promotional campaigns.
- Technology
- Using innovative marketing strategies to promote the launch of new electronic devices.
- Retail
- Using live mannequins as a means of attracting customers and creating a memorable in-store experience.
