Go Man Go Digital Marketing were commissioned to build a dynamic, database-driven, product website for AIWA - a sub brand of Sony.

A youth-focussed website was required to showcase AIWA’s new range of products aimed at the 13-25 year old market.

Sony’s advertising agency presented the concept “Move Your Head” and provided us with a couple of images and a font. We then extended the concept further to integrate quirky animations of ‘moving heads’ within an interactive Flash interface, for users to navigate the rich content.

Having had access to focus test groups and reports, we were aware that communicating with the youth market required more than just a few flash animations. We needed something that was tangible and real, something that would capture the attention and hopefully the hearts and minds of young people.

AIWA stereos, AIWA MP3 players. It was clear that the music community needed to be involved. We believed that it was important for AIWA to focus on a style of music that was emerging yet homegrown, rather than straight commercial pop or rock music. The Australian Hip Hop scene was selected.

Four main sections were displayed on the site - ‘Products’, ‘Artists’, ‘What’s On’ & ‘Spotlight’. ‘Artists’ and ‘What’s On’ featured band interviews and a calendar of events, while ‘Spotlight’ focused on the featured band for the month. Several band tracks were available for selecton on the custom built MP3 Flash radio channel.

AIWA were able to showcase well known and up and coming Hip Hop bands such as The Herd, Hilltop Hoods, Koolism etc. A viral component was built into the MP3 Flash player so people could “tell a friend”.

In the Product section band members were also able to review products and provide readers their personal feedback.