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.

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.

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 HongKong audience.

Agency brought Sony’s brand platform `Be Moved` to life through the first ever media partnership with YouTube in APAC due to its superior scale and high resonance with target audience.

HongKong’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 feel inhibited of sharing their personal dreams.

Agnecy identified influential content creators, significant fanbases Youtube vloggers to inspire our target by sharing their personal dreams created with Sony cameras.

Our “DreamsComeTrue” activation platform empowered target to express their desires and a once-in-a-lifetime opportunity to fulfill their dreams with Sony.