Maximising the customer’s Sony experience
As Sony Mobile’s integrated partner in EMEA, our role is to market multiple product sets – handsets, tablets, apps and accessories – and ensure every customer gets the most from their device, and from being part of the wider Sony brand world.
We support Sony Mobile with new product launches. For the launch of the Xperia XZ Premium, we played on the insight that we’re all beginning to take technological advances for granted – and in the process, missing the joy they could bring.
Client
CAPABILITY
- PRODUCTION CONTENT & DESIGN
Agency Team
Bringing back the joy to technological innovation
So, we called on a group of people who always embrace the wonderful: children. In a series of faux science experiments, our mini scientists brought three amazing features to life: the world’s first Super Slow Motion recording in a smartphone, Hi Resolution Audio, and the world’s first 4K HD recording in a smartphone. Originally slated as social activity, the films were loved so much by regional marketing teams that they ran on TV around the world. As ever, the campaign was augmented by a raft of influencer and social activity.
Over the last seven years, we have also helped Sony Mobile create a new framework for customer engagement. Through our strong ethos that human understanding can unlock greater marketing success, all CRM campaigns are grounded in customer interests and passion points such as travel, photography, music and film to demonstrate product benefits in the most relevant way possible for each customer. We employ a detailed lifecycle strategy across nurture, welcome, early-mid-late development, retention, recovery and conversion. Finally, we mine local market insight to tailor campaigns to the needs of individual countries.
