Global campaign for Sony Europe to cement brand appeal in consumer electronics category. Perceived weakness was a sense of emotional distance from some potential customers: it was necessary to give the brand more `humanity' without lessening the high respect for its products (`partner rather than provider').
|Agency: Fallon||Author: Laurence Green|
Sony – Fresh Creative Turf for the World's Most Respected Brand
A VERY BRIEF BACKGROUND
Sony Europe briefed agencies in the summer of 2002 to develop new insights and ideas to cement the brand's appeal in the consumer...