Challenge: DIFFERENTIATE SONY MOBILE’S NEW HANDSET IN A HEAVILY SATURATED MARKET
With phone ownership reaching saturation point, Sony Mobile needed to give consumers a truly compelling reason to invest in its new flagship smartphone, the Xperia XZ2. We were tasked with creating a launch campaign that would differentiate the product from competitors and make it the envy of early adopters everywhere.
Solution: SHOWCASE THE PRODUCT’S UNIQUE BENEFITS THROUGH RESEARCH AND EXPERIENTIAL
To uncover the insights that would shape our strategy, we first conducted research into consumer mobile entertainment consumption habits, and discovered that Australians are craving immersive sensory experiences from their smartphones.
Because the Sony Xperia XZ2 is packed with world-first, immersive entertainment technologies, we knew that if we could find a way to communicate these product benefits to consumers, we had a winning formula.
Armed with this knowledge, we took our research one step further, examining how the brain reacts to immersive entertainment with an EEG machine. Working in partnership with a renowned neuroscientist, we measured people’s brainwaves to see the effects of entertainment on the brain.
The results gave our campaign the edge it needed to cut through - but we also needed to win the hearts and minds of tech industry influencers. Using the Hoyts Lux Cinema as our event space, we invited key tech and lifestyle media to join us for the Sony Sensory Xperiance – an invite-only launch event where guests could experience entertainment to the extreme and stimulate their senses with the new Xperia XZ2.
Impact: WE MADE THE XPERIA XZ2 THE MOST TALKED-ABOUT SMARTPHONE IN AUSTRALIA.
Our hard-working media campaign generated:
- Positive reviews from all Australian National news publications
- 59 pieces of coverage in both top-tier technology and lifestyle media
- 3 broadcast media hits
- Over 40 million opportunities to see