Revitalizing the VAIO brand with a fresh look at their deep-rooted Sony philosophy of human-first design - beating Apple in the heated battle for the premium laptop market in LATAM.

Background:

After years of dominating the Latin American premium laptop market, Sony VAIO suddenly began losing massive market share to Apple and other competitors newly interested in the region. Sony desperately needed a new campaign that could not only differentiate VAIO from their competition, but also offer a completely revitalized brand experience for the consumer. Our “Feel Something” LATAM campaign was a deeply crafted tribute to the 5 human senses. With the line “What if technology could make you feel more human?” we tapped into the deep-rooted Sony philosophy of human-focused design and engineering, which has been at the core of every Sony technological innovation. We flew to Tokyo and were granted the first public access to the highly guarded Sony design team to hear, first hand, from the master designers. We partnered with the legendary Sony Inventor who designed Sony PlayStation, Walkman and VAIO to ensure the purity of the brand vision came to life in the campaign imagery, expression and experience. Shot on location in São Paulo, the commercial was helmed by renowned Brazilian director Bia Flecha of Brasileira Filmes.

Results:

The campaign work helped stave off the Apple momentum and secured the Sony foothold in the region. The momentum helped our Sony LATAM team 2x the other regions in sales: Sony EMEA / US with approximately 20% growth rates vs LATAM growth rate at approximately 40% (while Brazil presented the greatest growth in this segment in the world). This human-focused design re-positioned the Sony VAIO brand in the minds of the tech consumer and propelled our clients into the lead position for Sony VAIO global.

CREDITS:

Creative Director: Tom Gilmartin
Art Director: Vince Soliven
Copywriter: Lori Ellison
Producer: Diego Espana
Director: Bia Flecha
Web Design/Development: Eric Lee/Coded Colors