Walk this way

Elkin, Tobi
September 2001
Advertising Age;9/3/2001, Vol. 72 Issue 36, p6
Trade Publication
This article focuses on the television advertising for Sony Electronics' Walkman line of products featuring Plato, a furry, space alien character, being touted as an icon of the Generation Y market in the U.S. In year two, Sony's Walkman Has Landed campaign created by Y&R Advertising, New York, continues to feature Plato in everyday scenarios that 12-to-24-year-olds can relate to. The spots, airing only on Viacom's MTV cable television network, are part of an estimated $10 million effort to promote the Walkman family of products to an audience born after the 1979 launch of the first Walkman. The total includes print and online advertising, all of which run through March 2002. This year, however, Sony will show Plato interacting more closely with Gen Yers in high school and college environments. Sony is using the targeted approach to lure the highly coveted demographic to the rest of the Sony product portfolio, aiming to hook them on Sony for life. "In year one, we were very careful with Plato because we did not want to create a shill, we wanted to create an icon that was emblematic of Gen Y, but wanted to leave enough room for interpretation," said John Partilla, managing partner, Y&R Advertising. The new campaign begins to show Plato's interests and personality.


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