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Sony Mobile

Mobilising Sony from handset to lifestyle choice across EMEA

 

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.

 

Over the last seven years, we have helped Sony Mobile move away from their product-centric mindset, creating a new framework for customer engagement. There are three key elements. Firstly, using global audience segmentation, all 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.

 

Secondly, 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, with our London hub working closely with local market teams to shape content plans and activate partnerships.

 

We manage the production and transcreation of all work centrally via our production studio. We have established a well-oiled machine, delivering over 1000+ individual assets a year. This content is produced in 26 languages for 36 markets, with transcreation managed centrally.

     

Results

47%

Average uplift in email CTRs across markets

17%

Increase in customer retention in 2018

17:1

Average ROI across all product campaigns

CLIENT:

Sony Mobile

AGENCY:

TMW UNLIMITED

DIVISION:

Marketing