Sony: Dreams come true

Ego Lau, Alex Chaow, Cooby Ho

Campaign details

Brand: Sony
Brand owner: Sony Corporation of Hong Kong Limited
Agency: Carat Media Services Hong Kong Limited
Country: Hong Kong
Industry: Cameras, photography
Channels used: Content marketing, Earned media, buzz, Events & experiential, Internet - display, Internet - general, Internet - microsites, Internet - search, Mobile & apps, Online video, Public relations, Social media, Sponsorship - event, property, Word of mouth, advocacy
Media budget: Up to $500k

Executive Summary

The electronic goods market has always been competitive and the rise of Korean brands exacerbates the situation. It is even tougher for Sony to stand out from the market when its affinity with audiences is not high. Sony needs to adopt a more consumer-oriented approach and connect with audiences.