Case study · Agency years
Sony
One campaign, thirty-three languages, two trade-show floors.
For the launch of Sony's Connected World campaign, Fi built a companion website of interactive product demos and experiential proof points. It debuted at IFA in Berlin and expanded for the main launch at CES in Las Vegas. Chris Rubin was senior producer on the Sony account: he wrote and edited the final approved copy, managed the translation into 33 languages and produced the site that went live at Sony.com.
- Client
- Sony
- Sector
- Consumer electronics
- Work
- Companion website for the Connected World campaign: interactive product demos, experiential proof points, 33-language localization
- Role
- Senior producer on the Sony account, Fantasy Interactive; final copy; translation management; case study written and produced
The brief
Connected World was Sony's anthemic campaign: the idea that its products and devices work together seamlessly. The campaign needed a place online where the promise could be demonstrated rather than asserted.
The launch calendar had two stages. A first showing at IFA in Berlin, one of the world's leading consumer-electronics trade shows, then the U.S. debut months later at CES.
What we built
A companion site of interactive product demos and experiential proof points, tied creatively to the in-person experience on the show floor, so what people saw at the booth and what they explored on the site told one story.
I wrote and edited all of the final approved copy, managed its translation into 33 languages, and produced the site through to launch on Sony.com. Later, I wrote, edited and produced the case study.
The case study, as published.
Fi's case-study page, in slices: the mission, one story in 33 languages, the concept, the photoshoot, the final design, navigation, illustrations, technology, and the takeaway.
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What changed
After a warm reception at IFA, the site expanded for CES. The integration of the in-person and online experiences made for a compelling presentation of the new suite of Sony products, in every market Sony sells to.
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