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

Sony Australia wanted to market its Sony Net Share cam product to young Australians. Working with Saatchi & Saatchi, it arranged for Hugh Thomas, a popular YouTube poster, to use the product, and encourage other YouTubers to create and share video diaries.

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...

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