OUR WORK

IMC Campaign

THE EXECUTION

GRAPE PR & Consulting undertook an Integrated Marketing Communications (IMC) initiative for Sony's 'WH-1000XM5' wireless noise-canceling headphones. By collaborating with the popular AR camera app 'Snow,' which resonates with the MZ generation, GRAPE designed augmented reality (AR) filters related to the headphones and offered virtual try-on experiences, thereby crafting distinctive brand interactions and points of contact.
 
 In addition, GRAPE strategically devised and carried out various online and offline campaigns aimed at capturing the attention of the primary target audience for Sony headphones, which includes the MZ generation and female consumers. Notable efforts included the establishment of a 'Sony Headphones Wearing Zone' within Korea's foremost study café chain and the coordination of beta-testing groups in partnership with the prominent English-learning app 'Speak.' Complemented by proactive engagement with the media, GRAPE significantly bolstered brand recognition and amplified the favorable exposure generated by the IMC campaign.