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Case Study


Trade & Consumer Roadshow

Sony Mobile On Tour Bus Roadshow

Since 2010 FMI have been given the task of rolling out an engaging roadshow programme to train retail and call centre staff throughout the country, with a key focus on the new Xperia product range from Sony Mobile.

In 2014, the roadshow covered over 40 locations and had in excess of 3,500 attendees over 2 phases. FMI organised delegate registration and managed a dedicated programme page on Xperia Zone, as well as online surveys and competitions through QR codes and NFC stickers. The bus exterior was fully dressed with the latest product messaging, including vinyl graphics, straplines, product reviews and social media. The interior included fully branded wall panels, training areas, lounge seats, 2 x 42” BRAVIA screens and the latest Sony kit. While daytime activity was consumer facing, evening activity included on-site training and evening entertainment.

Attendees found Sony Mobile’s unique approach to product training within a Sony branded environment very engaging and effective. With extremely positive client feedback, there is scope for even more phases to be planned in future.

“The bus looks great and bringing it to HQ to showcase it to the team generated exciting ideas. The Senior Management Team and UK sales company were all very impressed!”

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