Sony's highly intelligent BRAVIA XR television range required an equally intelligent campaign strategy.

Sony’s highly intelligent BRAVIA XR television range required an equally intelligent campaign strategy. We engineered a data-driven campaign to serve audiences with bespoke videos tailored to their interests.

We unified content from streaming services, previous campaigns and product photography by implementing consistent sound design, animation principles and typographic treatment.

We created a suite of over two hundred unique videos, each with its bespoke mix of location-specific content, Industry Awards, Smart TV features, and BRAVIA XR technical highlights.

Demographics were defined into three categories based on their priorities and interests. These three categories included; the Smart TV buyers, tech focus buyers, and those simply looking to replace their TVs.

We created over 200 unique videos, each focusing on different product features and featuring specific localised content. These were delivered to our audience with a brilliant data-driven ad-targeting campaign to ensure they received a video that best suited their interests. We created many suites of digital banners that guided the viewers along their path to purchase. Educational digital assets would inspire further investigation.

Multiple banner suites were produced to specifically target these demographics and guide their path to purchase.

This strategic approach to the brief ensured that viewers received product information that best suited their interests resulting in a successful campaign with higher than average engagement and click-through.