The Campaign

To ensure this unprecedented unique function made an impact, we avoided conventional scenes such as on desks and home walls, bringing it out to places all around town. Our one-of-a-kind product demonstration turned familiar scenes into completely different sights by, for example, changing a crack on the wall into wood and changing flowing water into the sea using the functions of Xperia Touch. Through our concept, this state-of-the-art “touchable projection” made an impact.

Creative Execution

In recent years, various businesses from large companies to startups have been introducing innovative products. Amidst all this, there have been positive responses to SONY products as well as comments that regard them as being dull compared to what they were before. As such, our approach targeted not only those unfamiliar with SONY, but also existing fans who saw SONY as dull, seeking to win them over again. To share this product with a discerning target audience, we pursued a communication style distinct from that of videos introducing new products often seen on sites such as Kickstarter. We challenged ourselves in demonstrating a product, deliberately bringing it to unconventional scenes.