Cannes Lions

SONY DREAMS COME TRUE

CARAT MEDIA SERVICES, Hong Kong / SONY / 2015

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Overview

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Credits

Overview

Description

With the widespread of online advertisements, people are more reluctant to most of the branded contents nowadays. Branded Entertainment is saturated and our audience is extremely mature and they need to see the value and connect with a brand in order to share the content.

Under the notable downturn in the consumer electronics sales in such competitive and cluttered environment, it makes it even tougher for a brand to be conspicuous and be the first brand that pops up in a consumer’s mind. Even Sony has a wide variety of up-to-standard inventions, consumers’ perceptions towards digital imaging equipment are still subjective which they evaluate a brand by their likeness towards a brand or a brand’s image and character. This also raises a challenge for Sony to shift its orientation from technology-focused strategies to a more consumers-oriented approach.

Even worse, in such competitive and achievement-focused society, Hong Kong consumers often feel reluctant to express their unique personal dreams openly for fear of failure. It is also commonly seen that kids in HK are taught and asked to follow the mainstream instead of walking in their own paths, which as a result to restraining them from chasing their own dreams

Execution

By building custom audiences in Facebook and YouTube branded `Dreams Come True` destination site, Agency effectively targeted the content to the right people at the right time to maximize participation. Submission is simple that dreamers only needed to submit a video about their dreams on Sony branded channel.

Winners were selected through public voting and judging.

Sony then brought the winners’ dreams to life and shared them to a wider audience via our media partnership with YouTube.

More than 200 Dreamers’ self-produced videos were created and submitted for voting, which was 5.5 times more than industry average.

Outcome

13 dreams were brought to life

One winner, Shirley dreams of playing basketball in California’s Staples Center since little. We secured three-month intensive training with grade-A basketball players. Provided sports gear and negotiated Califonia travel package for Shirley.

Influencer videos generated 3+millions views, successfully seeded superiority of Sony products.

1/4 HK people engaged with our Dreamers videos.

$500,000+ free media value generated through earned media.

300% increase in consumers’ enquiries/interests in Sony’s products.

Consumers perceive Sony as a `facilitator of dreams` and life improvement.

Sony plans for more dreams to come true by extending the campaign to other Asia-Pacific markets.

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