SONY BE ALPHA CAMPAIGN

“We don’t have a brand anymore, We have a cult!”

Denny Le
Director of Marketing Sony Imaging Group

My team was asked to create Sony’s first campaign to established Sony as the undisputed leader in the industry while defending (attacking) the competition on the technology front.

Against industry trend Sony chose a very controversial technology in 2010 for it’s main differentiator against the competition. They went “mirrorless”.
On paper the new technology looked great but there were barriers:
• More Electronics more energy
• A new mount meant less lenses
• Focus was a problem
After 7 years leading the mirrorless segment and launching products at a frequency 3 times that of the industry Sony becomes #1 selling full frame camera in the market.
We went on the attack and results were beyond expectations. From awareness to conversion our campaign platform based on celebrating the bold creators that had shifted to Sony changed the industry and established Sony as the de-facto leader in the industry.
p.s. This whole campaign was done in 3 weeks!