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

This video was shared on YouTube and social media platforms such as Facebook. In addition, we reached a wide audience by using multiple media platforms and broadcasting it on large outdoor screens and in shops all around Japan. In shops, the application that was used in the video was displayed. By setting up booths where people could freely interact with the product, many people could experience it.

After the video launch, 99% of responses were “likes” on YouTube. On social media platforms such as Facebook, many positive comments were posted not only about the product, but also about the brand, for example, “Sony is innovative!!!” In addition to promoting Xperia Touch, we have also contributed to improving SONY’s brand image.

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.