Agency: Saatchi & Saatchi
The consumer electronics (CE) market in Australia has grown exponentially over the past few years, with thousands of new products brought to stores nationwide. It's a fickle market where technology parity is rife and consumer confusion is high. It shouldn't come as a surprise for most marketers to discover that advocacy is the primary driver for purchase, such that the role and credibility of Your Tech Savvy Mate is becoming a bigger focus for CE brands.
When Sony Australia approached Saatchi & Saatchi with a brief to launch their new...