After finishing a series of products re-structure, COFCO set out to build brand awareness and increase favorability by launching a new campaign of “Excellent Food Chain, Quality Products” among white collars who live in cities and mid to high socio-economic class.

Sony Marketing decided to launch an online promotional campaign to accompany the launch of the new Sony VAIO X series laptops, which have the new Windows 7 operating system installed as standard. To reach the target audience (business people ages 20-50) effectively, Sony Marketing decided to use MSN® because many of its users have a high level of interest in computers and other electronic devices. While seeking to advertise the launch of the new products in a way that would make a big impression on MSN users, Sony also wanted to attract consumers to the Sony VAIO X series promotional campaign website.