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.