



#MarketingExcellenceAwards highlight: Sony looks to take on alpha brand position in SG
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Coming in as a finalist for the Excellence in Social Media Marketing category at this year’s Marketing Excellence Awards is Sony Singapore. The brand tasked Collabtive to help ideate a campaign that could continue to create a strong Alpha brand personality and perception, especially among the young and trendy, the “hypebeast” generation. The campaign targetted users between the ages of 18-35 years old and importantly, they were photographers or videographers that weren’t existing Sony users or lovers.
Challenge
In addition to the camera being a “game-changer” in the mirrorless category, Sony Singapore wanted to sell the benefits of the new camera which was its full-frame capability, aesthetics and lightweight compactness. This was a genuine problem because the brand wanted to create videos and other contents that were targeted for the Millennials and this is the group that aren’t very big on tactical selling in the content that they consume or seeing a video that just focuses on selling USPS. They wanted content that they could relate to or content that they felt were cool, stylistic and in trend.
Sony Singapore also wanted the content to look more hypebeast, which meant more neon lights, more street look and a style more in line with influencers such as Aik Soon, Novi etc. This meant having to understand what the potential consumers liked watching or producing themselves and creating content that matched them, so that a buzz can be created among their community and to make them sit up and take notice of this new camera.
Aik Soon was chosen as the influencer to work with and because of that, Sony had to create content that could be in line with his style; that his followers could feel that the situations we put him in are real and not just for advertising purposes.
Solution
The team first came up with a tagline that could resonate with the Millennials and sent out a message as to what they want these creators to feel or do with the brand-new Sony A7C. Go Beyond was the message to the masses, where influencers and consumers were taken on a journey through Singapore’s nightscape through the stunning key visual and situational shots.
The camera was positioned as a first of its kind - a perfect balance of style and functionality and then rolled out a series of social assets from organic content to paid ads across multiple phases of the campaign: teaser, announcement, and official launch.
While bringing the inspiring overarching message across the whole campaign, the team also leveraged the interactivity of platforms such as Instagram, Instagram Stories and Facebook to encourage users to watch and engage with the Sony A7C camera's key features.
A video in-line with current trends of videos that are gaining attention and traction on line was created that the brand knew would appeal to the target audience. The video was shot and post-produced internally by the creative team and included fast editing, sleek transitions and importantly, being able to sell the USPs in a non-jarring but aesthetically pleasing manner.
Influencer Aik Soon was also put in different situations that a consumer can see themselves in, where the benefits of the camera’s USP would sell and shine through. The photos or situational photos, allowed users to see themselves actually using the cameras in particular situations or places and also, subtly sold the USP points like full frame, lightweight, compact among others. The intention was to wow the consumers.
Delivery
The official launch date for this campaign was on the 15 September and starting from 9am in the morning. The team pushed out a video teaser for the new camera which was released on both Instagram and Facebook to try and create a buzz in the community about a new camera launch. At noon, the official brand video for the new Sony A7C was released using the key visual with Aik Soon fronting the whole campaign. Three six-second bumper ads were also created for Sony with each of them being specifically shot for the different USPs we wanted to sell.
The next stage was to launch content to drive awareness of the campaign. This was to inform and educate consumers, piquing their interest and showcasing the cameras’ features and its benefits to create a sense of want in our consumers. Instagram Stories was used to showcase the USPs and create engagement with consumers.
Result
The campaign assets were distributed across all social platforms such as Sony Facebook page, Instagram and YouTube channel. The campaign video was well received by the community, garnering over 60,000 views in two weeks.
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