Contact us
  • Design, Printing, Production & Branding, Experiential Marketing, Activations & Promotions

Sony Brand Experience Zone – Below The Line Activation at MPESA Sokoni Festival

E&M Creative Agency Limited specializes in immersive Below-The-Line (BTL) activations that create meaningful, memorable brand interactions. At the MPESA Sokoni Festival in Kisumu, Sony sought to engage consumers through a premium brand experience zone that would showcase its range of electronics and accessories while driving real-time engagement and sales.

The activation needed to stand out within a busy festival environment, maintain product security, support digital payments via Lipa na M-PESA, and create visually compelling moments for social sharing.

Our Role

As the lead experiential marketing partner, E&M Creative Agency Limited delivered a complete end-to-end BTL activation—from concept development and creative design to on-site setup, staffing, and operational management.

We translated Sony’s global brand language into a localized, festival-ready experience while ensuring consistency, security, and operational efficiency.

Project Objective

The objective was to design and execute a high-impact Sony Brand Experience Zone that:

  • Showcased Sony’s product range in a premium, interactive setting
  • Drove consumer engagement and product trial
  • Supported seamless transactions through Lipa na M-PESA
  • Delivered strong brand visibility in a high-footfall public event

The Challenge

Key challenges included:

  • Standing out visually in a crowded festival environment
  • Creating a premium retail feel within a compact 3×3 tent footprint
  • Ensuring product security while allowing consumer interaction
  • Balancing engagement, transactions, and crowd flow within limited space

The activation also needed to be highly photogenic to encourage organic social sharing.

Our Approach

E&M Creative Agency implemented a structured, experience-led activation strategy:

Ideation & Strategy
We conducted a deep dive into Sony’s brand identity and the MPESA Sokoni Festival audience, shaping a premium, tech-forward retail concept focused on interaction and visual storytelling.

Creative Development

  • Designed a sleek black-and-white theme with LED-style framing for a modern, high-tech aesthetic
  • Developed branded die cuts of Sony headphones and speakers
  • Created Snap & Share photo zones and hero product pedestals

On-Site Execution

  • Installed a fully branded 3×3 tent with black tent walls and vinyl-wrapped display units
  • Added balloon décor and branded props for high visual impact
  • Deployed secure acrylic pedestals and dummy product boxes for safe display
  • Assigned four trained brand ambassadors to engage consumers, demonstrate products, and facilitate Lipa na M-PESA transactions

Activation Management
Our on-site supervisors managed logistics, power distribution, promoter coordination, and operational flow. We provided data bundles and transport facilitation to ensure seamless execution throughout the event.

Execution Highlights

  • Branded Tent Environment: Premium black setup with bold balloon arch
  • Interactive Display Zones: Secure pedestals and hero product showcases
  • Photo-Friendly Installations: Snap & Share wall and branded photo frames
  • Live Consumer Engagement: Product demos supported by trained promoters
  • Transaction Enablement: Seamless payments via Lipa na M-PESA

Results & Impact

  • High Brand Visibility: Strong visual presence aligned with approved creative mock-ups
  • Consumer Engagement: Increased interaction through photo zones and product demonstrations
  • Operational Success: 100% setup completion with secure product handling throughout the event
  • Brand Presence: Sony positioned as a premium, tech-forward brand within the festival environment

Key Learnings & Recommendations

  • Introduce branded uniforms and floor vinyl wraps to strengthen brand immersion
  • Add audio interaction zones to enhance product trials
  • Extend operational hours to capture evening crowds
  • Enhance LED lighting for increased visibility in low-light conditions

Why This Matters for Africa

BTL activations like the Sony Brand Experience Zone demonstrate the power of experiential marketing across Africa’s diverse consumer markets. With operations in 21 African countries, E&M Creative Agency Limited combines localized insights with scalable execution—delivering impactful, pan-African experiential campaigns from Nairobi to Lagos, Accra to Johannesburg.

Scroll to Top