Background
Up until it was absorbed into parent company, Sony Electronics, in 2001, AIWA America was a leading innovator and marketer of consumer electronics, offering a wide range of products in the U.S. market from consumer electronics to multimedia to computer storage devices and peripherals, all delivering proven performance and value.

Challenge
Each year, along the traditional Consumer Electronics calendar, AIWA America, like other major electronics companies, launched a spate of new products from personal radios and CD players to boom boxes, Hi-Fi Systems, televisions and car audio systems. With such a wide array of products and a limited budget compared to competitors like Sony, Panasonic and JVC, who also introduced products along the same timeline, Aiwa needed to create an impact for each of 50 or so products introduced every twelve months.

Over the course of a 15-year relationship, Griffin was consistently challenged to provide high profile product exposure in technology and lifestyle media in addition to consumer electronics trade coverage.

In addressing this challenge, Griffin compiled a team of proven consumer electronics specialists whose experience and media relationships ensure the highest levels of coverage coupled with category-leading cost efficiency.

The team developed a system to categorize and update media with product information, to systematize calendar events and special issues and to capitalize on holiday buying seasons.

The program was complemented by a series of cost-effective TV ID spots in the sports and game show markets in addition to special event sponsorships in key retailer markets tied in with music and entertainment events.

The bottom line was that AIWA America’s brand exposure exceeded that of comparable consumer electronics firms that invested heavily in advertising campaigns. Griffin’s ability to listen to the client and develop programs tailored to their needs, ambitions and budgets ensured a highly successful relationship over 15 years.