Sony Mobile Communications: Sony Everyday Extraordinary

This case study describes how Sony, the Japanese technology brand, increased brand consideration and preference for their new Z3 smartphone in the UK, through an experiential stunt that showed a day in the life of a Sony user.

Sony Everyday Extraordinary

Campaign details

Brand: Sony Mobile CommunicationsAgency: HaygarthCountry: United Kingdom

Background

In a smartphone market dominated by Apple and Samsung, Sony Mobile had a problem: despite Sony enjoying mass positive appeal in other categories, brand preference for their mobile brand remained stagnant at 8%. Plus, only 30% of UK consumers knew the brand even made smartphones, let alone that they were some of the best in the market.

Our task? To launch the Sony XPERIA Z3 – the best smartphone in its class, packed with world-class features.

Our audience? 'Tech Matures' – young,...

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