Sony 4K TV Launch
Driving Awareness & Sparking Desire
For the launch of their new 4K Ultra High Definition TVs, Sony wanted to deliver a compelling digital advertising experience that would drive awareness, desire and buzz for the highest resolution picture ever produced. But, with approximately 3X higher resolution than comparable HD TVs and priced at a premium, they had to first educate consumers on 4K technology and what differentiated their TVs from other HD competitors.
Partnering with Sony Electronics, a custom launch program was developed on Amazon’s advertising platform for the release of their innovative line 4K TVs. The goal was to create a comprehensive and cohesive awareness campaign that was both beautiful and informative, exciting customers about the potential while also educating them on the benefits of 4K technology.
Creating a showroom-like experience
A cross-platform approach was chosen for the campaign, combining immersive onsite, mobile, and tablet placements, where in-depth benefits and compelling visuals of the new 4K line could be featured through an engaging rich media experience. By leveraging iconic imagery and video from Sony’s national TV campaign, along with consistent brand styling and strong product messaging, a compelling experience was created that could drive engagement and endure the 3-month pre and post launch phases of the campaign.
Executed over several months, a full-funnel digital media strategy was rolled out, leveraging innovative new technology and thorough testing at each stage of the the campaign lifecycle, including pre-order, launch, and post launch.
Educating about 4K technology
During the pre-release phase, awareness and education of Sony’s innovative new 4K technology were key. At this early stage, custom high-impact units were used, including rich media takeovers of the Amazon homepage as well as Kindle Fire wakescreen and custom landing page, to create immersive and informative experiences for the brand.
Building customer advocacy
Once Sony’s 4K TVs officially launched, a key component of the campaign was leveraging Amazon’s trusted brand equity and robust marketing platform to deliver key product benefits and drive purchase consideration through the use of customer reviews & ratings.
Results
Throughout each phase of the program, key learnings were gathered and applied throughout the campaign lifecycle in order to engage with customers and deliver responsive and relevant information. Through a focused, well-planned campaign driven by compelling creative and high-impact ad placements, Sony’s Ultra HD TV launched in a class all its own – beautiful and sophisticated – and drove exceptional engagement for such a high-ticket item.
WINNER
Best In Show + Best Cross Screen Campaign for North America, Mobile Marketing Association (MMA) SMARTIES Awards
CLIENT
Sony Electronics
ROLE
Creative Director – Consumer Electronics
YEAR
2013