LOWE RMP POSTS CAMPAIGN FOR THE SONY STORE
By Adnews Staff
Toronto-based Lowe RMP has created a new direct mail campaign for The Sony Store. The campaign's goal is to drive traffic to store locations during the upcoming holiday season. It targets casual customers who, according to Lowe RMP, have the potential to become loyal. It also targets members of the chain's Connection loyalty program. The piece focuses on Sony's new second-generation robotic pet AIBO. The front cover displays the headline "Missing AIBO" and a radar-sweep visual. Inside is a confidential memo saying that an AIBO shipment has been intercepted. The memo asks the recipient for help finding the missing AIBOs and offers a reward. Consumers take the enclosed specially-encoded card to a Sony Store to see if they have won one of six AIBOs. The back cover of the package reads "A Top-Secret Sony Store Connection Communiqué." A similar direct mail campaign ran last year.