Our work announcing the Sony BRAVIA HDTV with 3D was designed to cut through the noise around a new category that had become crowded overnight. As the new TVs arrived in stores, we orchestrated a second push designed to highlight Sony’s competitive advantages: picture quality and great content.
We faced a unique challenge. How do we tell a “you-have-to-see-it to-believe-it” 3D product story in a 2D medium?
Our approach was to create a series of online experiences that use traditional and interactive storytelling to illustrate the BRAVIA’s features. First, we created an interactive experience that takes visitors into the fictional and fantastic Sony Innovation Center. Here we see Sony engineers working alongside celebrities like Justin Timberlake and Peyton Manning to bring Sony’s new BRAVIA to life. In addition to this experience we created a documentary film entitled 3D World Created By Sony that takes people on a tour of all the amazing films, sports, and games that Sony is creating in 3D.
The result: one of the strongest and most sophisticated product launches in Sony history.
It's not just about watching TV on a flat screen, it's about exposing the content in the space between the TV and you.