The Sony Store

In-Store Promotion. Another smart and carefully budgeted and executed plum. The client wanted to explain a massive data analysis they had conducted of their customers.

They determined there were 7 types of shopper. Learning about each would ultimately improve the sales staff’s success. But it wasn’t fun. The data was 1,000 pages of numbers. The sales staff was techno-savvy young men.

Solution: we turned it into a promotion wherein staff can ‘Build a Team’. The store that demonstrated they’d learned these customer types and their stats best won product. Perfect. The only time in my years as a Creative Director when I presented just one concept. (Yes, the pack of sports cards had that awful pink gum.)