Sony Professional

Whether it’s cinema production, TV production, live transmissions from the operating theatre or videoconferencing, when it comes to professional moving images Sony is mostly behind it.

Background
The Sony Professional division develops solutions for broadcast, healthcare, digital photography and industrial applications – and sets global standards as the innovation laboratory of the Electronics Group. It is essential to communicate the complex technologies and top class innovations in a user friendly way and to establish Sony Professional as a technology leader.

Strategy
The more complex the technology, the greater the need for understandable and lively communication. Since the beginning of their working relationship in 1998 rheinfaktor has been placing the emphasis on user-orientated case studies and clear press copy, utilizing all communication channels including attention-grabbing press adverts, customer magazines and numerous events to translate the messages and benefits of the products from the high-tech lab into the every day business advantages.

Result
Sony Professional receives significantly more media coverage than its competitors and is acknowledged as a technology leader and pacesetter by journalists, the trade and customers alike.