In 2014, Sony Electronics launched “Be Moved” brand campaign globally to reinforce its unique position as more than a technology company, which shows experiences that make you feel more.

Objective for Agency is to strengthen Sony’s unique position by creating empathy with Hong Kong audience.

Hong Kong’s young adults have been growing increasingly frustrated by feelings of social and personal stagnation. They see widening wealth gap, lack of future opportunities and often feel inhibited of sharing their personal dreams.

Our “Dreams Come True” activation platform gave them a voice to express their desires and a once-in-a-lifetime opportunity to fulfill their dreams with Sony.

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 California travel package for Shirley.

1/4 Hong Kong people engaged with our Dreamers videos.

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

$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.

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.

Agency helped to bring Sony’s brand platform `Be Moved` to life through the first ever media partnership with YouTube in APAC – an ideal solution due to YouTube’s superior scale and high resonance with target consumers.

Agency identified and recommended influential content creators, Youtube vloggers with significant fan-bases, as ideal partners for Sony. These influencers helped lower the barrier to entry by sharing their personal dreams and inspired consumers by revealing their own surprising and often quirky dreams through a series of videos created with Sony cameras. These co-created content videos ended with a compelling call-to-action provoking consumer participation.