Magazine article Marketing

Sony's MiniDisc Goes Big on 'Small' Equity

Magazine article Marketing

Sony's MiniDisc Goes Big on 'Small' Equity

Article excerpt

Sony launches the first "mass market" advertising campaign for its MiniDisc hi-fi format this week with the new slogan "It may be small but it's going to be big".

The |pounds~500,000 national press campaign through Bartle Bogle Hegarty is small for a Sony launch campaign. But it is highly geared in advertising-to-sales terms for the fledgling system.

Both MiniDisc and the rival Philips contender Digital Compact Cassette are bidding to take over from the 25-year-old audio cassette and establish a global multi-billion pound market. Both can record and play back crystal clear sound comparable with that of a CD.

The move marks the beginning of the second phase in the marketing of MiniDisc to widen its appeal beyond the early adopters and gadget addicts.

"We want to broaden out the communication to the mass market," says Sony's head of advertising and promotion, Brenda Jones.

But she admits a genuine mass market in MiniDisc is still at least a year away -- the short-term message is still more about "informing" consumers than shifting thousands of players. …

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