Sony – the story of why: how asking the right questions helped Sony Australia become “internet famous”

Saatchi & Saatchi


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 target's behaviour that it gave Planning the conviction to shift Sony's entire budget for the campaign to a first for Sony: a public trial-run of its product, conducted over a month in front of thousands of YouTube viewers.