CONSUMER CAMPAIGN: Celebs party hard for the return of the Walkman

When Sony launched the Walkman brand in 1979, its name became synonymous with listening to music on the move. The latest incarnation saw the Walkman relaunched as a digital, Flash-based MP3 player. Keen to ensure it stood out in a crowded market, Sony briefed Kazoo to create an exclusive event to showcase the product's musical credentials.

Campaign: Walkman Returns
Client: Sony UK
PR team: Kazoo
Timescale: August - October 2007
Budget: Undisclosed

OBJECTIVES
To create a media event for the Walkman brand that would kick off its return as an MP3 player. To attract key media and credible celebrities, with the best bands and DJs to entertain them. To secure coverage outside of the technology pages.

STRATEGY AND PLAN
Kazoo created a celebration of Walkman's long-standing relationship with music and popular culture through a 'Hidden House Party' - an invite-only event for media and celebrities, with performances and DJ sets from new acts, as well as iconic musical names.

Kazoo brought on board old-school hip-hoppers The Sugarhill Gang - an act from the 1979 Walkman launch year - and London-based rapper Dizzee Rascal, commissioning an exclusive collaboration to entertain guests.

Brett Anderson, Hot Chip and Kid Harpoon all performed at The Roost, East London. Product demonstrations were carried out in the 'living room' by housewife-themed dance troupe The Laundrettas.

Kazoo secured a partnership with Vice magazine, which included online content and editorial coverage.

MEASUREMENT AND EVALUATION
Media in attendance included journalists from The Sun, The Guardian, XFM, Grazia, Closer, OK!, Daily Mail, Dazed & Confused, Glamour and Tatler. Celebrities included The Mighty Boosh's Noel Fielding, Heather Graham, Arctic Monkeys, Razorlight's Johnny Borrell and Daisy Lowe.

There were 150 pieces of editorial coverage including full pages in Company and thelondonpaper, as well as branded features in OK!, London Lite, NME and the Daily Mirror. The Sunday Times' Style supplement called the party one of the standout events of the year.

RESULTS
The coverage generated a total reach of 3.6 million and reflected a delivered ROI of eight times the campaign budget, with product placement in key titles.

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