Technology leadership requires communication. If you want to set the standard in a market as demanding as the one for broadcast equipment, you will only profit from exchanging information with the users – this particularly applies when it comes to setting the course for important technological innovations.
As the technology leader in the professional moving images sector, Sony has recognized the need for sharing knowledge early on. The company launches – supported by us – an annually “Innovationsforum” in order to discuss current industry trends and new developments with users from both the TV and movie production business. We support Sony in the development and organization as well as in the realization of the event and compiled extensive coverage of the workshops.
The Sony Innovationsforum raises avid interest within the industry and emphasizes Sony’s leading position in the professional solutions sector. Attendees experience Sony as a partner on a level playing field who values their experiences. In addition, the workshop documentations, prepared thoroughly and to the point, contribute to a deeper understanding of the market and build an excellent basis for the development of further customer-oriented innovations.
Complex technologies, understandable communication
IT & Electronics
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. 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.
The more complex the technology, the greater the need for understandable and lively communication. We are 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.
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.
Many different product groups – one offer. Within a limited period the Sony Professional division offers their customers 0% financing on products from all lines, including cameras, recorders and monitors for film and TV production, videoconferencing systems and projectors. The goal is to develop an integrated campaign that targets Sony retailers and customers, informing them about the offer in an appealing way.
The idea of 0% becomes part of the typography: BR0%ADCAST, VIDE0%CONFERENCE, M0%NITOR, PR0%JECTOR, PSE PR0%DUCTS. This key visual forms the foundation of an integrated online and print campaign, consisting of adverts, mailings and flyers.
This extremely simple solution results in high recall and draws a lot of attention. It is perfect for adaptation in other countries, so Sony Europe takes this creative idea and translates it into different languages.