Sony - Fresh Creative Turf for the World’s Most Respected Brand

Global campaign for Sony Europe to cement brand appeal in consumer electronics category. Perceived weakness was a sense of emotional distance from some potential customers: it was necessary to give the brand more `humanity' without lessening the high respect for its products (`partner rather than provider').
Agency: FallonAuthor: Laurence Green

Sony – Fresh Creative Turf for the World's Most Respected Brand


Sony Europe briefed agencies in the summer of 2002 to develop new insights and ideas to cement the brand's appeal in the consumer...

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