Convention:
In China, consumer electronic brands are built with conventional advertising and presence in large electronic retail malls.

Cause:
Differentiate Sony, the iconoclastic brand of consumer electronics industry, from all others via experiential marketing of traditional retailing.

Campaign:
Sony Gallery of Shanghai
Fallon Tokyo developed the conecpt for a new idea in product showroom environments. Working together with leading world cleass design and architectural firms. Fallon Tokyo created an electronics wonderland in Shanghai. The Sony Gallery become Sony’s Flagship, introducing the Sony brand to the mainland Chinese population. The unique design, housed in a refurbished historic building, allows visitors to, look, touch & play, but can’t buy. The gallery was designed to build a deep & lasting relationship with consumers.

Results:
The SONY Shanghai Gallery has become a must see destination point for people living and visiting Shanghai.
The gallery shattered all previous visitation records for Sony galleries the world over.
The Sony brand in China, despite facing stiff competition from other Asian and Japanese brands, has managed to maintain share leadership, premium pricing and increasing brand affinity, while spending less in traditional advertising than many of its major competitors.