Sony – the story of why: how asking the right questions helped Sony Australia become “internet famous”
Saatchi & Saatchi
SYNOPSIS
When Sony Australia approached Saatchi & Saatchi with a brief to launch their new pocket camcorder, Planning devised an approach that gave rise for an integrated campaign that was created for the users, by the users.
This is a story of a process that started with an innovative research program that eventually turned into content that eventually turned into a new sales promotion tool.
This is a story of a research program that yielded such strong insights around our...