Sony Australia

This is a campaign created for the users, by the users. The evolution of the campaign started with an innovative research program that turned into content that eventually turned into a new sales promotion tool.

Sony Australia

Aisea Laungaue

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...

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