Sony Sony used this campaign to promote the latest Sony Mini disc and CD Walkman products amongst a core audience of 24-45 year olds with a strong interest in listening to music, particularly whilst online. Sony Sony ran this campaign to raise the profile of the Walkman Aiwa This campaign was targeted at 15-19 year olds who listen to music online Philips Philips used online brandmark advertising to raise awareness of their sense and simplicity campaign