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Sony HK invites Kay Tse to front marketing push for latest smartphone

Sony HK invites Kay Tse to front marketing push for latest smartphone

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Song Hong Kong has kicked off a campaign featuring singer Kay Tse to tell the functions of one of its latest smartphones. The campaign employed a monochrome photography style to create a professional, distinctive and chic style to enhance the brand's image.

The company created a 30-second thematic video, in which Tse tells the feature of the Sony Xperia 1 IV, including the True Optical Zoom, and Alpha Technology which enables users to capture the real beauty in life. The campaign aims to feature the power of true optical zoom imaging technology originating from Sony Alpha, and enable users to look closer to their surroundings in the truest form of magnification.

https://www.facebook.com/sonyhongkong/posts/10160837397942871

A Sony Hong Kong spokesperson said, "As a prominent figure and successful singer in Hong Kong, in addition to her real class and intelligence, Tse is the perfect match with our flagship position of Xperia 1 IV with cutting-edge imaging technology and mobile technology all into one. We believe that Tse can truly represent 'Wisdom of Choice'."

The campaign is now running until June 2022 with multiple touchpoints across the city, including viuTV, OOH billboards, the exteriors of buses, in-store displays and online platforms. The ad can be seen at shopping mall Langham Place too. Sony Hong Kong said the ad has garnered 12 million views on social media platforms. Two 15-second short videos were also launched to tell the feature of the product too.

"We want customers to relate themselves to the unique and immersive experience that Xperia 1 IV brings to their everyday life," the spokesperson said.

Speaking of the challenge of the campaign, Tony Hon, executive creative director of Turn Creative said, "Celebrity and influencer advertising is the mainstream now. The challenge is how to make it relevant to the brand. Tse is genuinely multi-talented and has a unique personality. By being Sony Hong Kong's spokesperson, both the brand and Tse share the same passion for pursuing perfection and keep innovating."

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