Bringing kando to Sony fans in the region

About Project

Live Project
Sony MEA
December 2022

Consumer electronics leader Sony’s overriding mission is to bring joy to consumers with its products, through a strong emotional spark known as “kando” in Japanese culture. This can take the form of ground-breaking gaming products such as the PlayStation or technological innovation that delivers best-in-class pictures, videos and sound. Over the years, BPG has helped Sony MEA change its perception from an industry-focused brand to a youthful and accessible consumer electronics brand. More recently we positioned Sony as a brand filled with emotion, “kando”.

The challenge

After more than two years of not having in-person events in the UAE, Sony was ready to roll out some of its most innovative products yet. BPG had to deliver kando in its comms, with unique, memorable activities and campaigns for Sony’s target audience, particularly millennials and Gen Zs. BPG worked with Sony to ensure the spirit of kando was deeply embedded across all messaging and that new products were top-of-mind for fans across the region.

Unique themed events that evoke emotion

BPG created themed events to deliver kando, while showcasing each new product. Some of the most notable events include a unique pottery workshop to unveil the ‘never-off’ Sony LinkBuds, a ride on the Ain Dubai to enjoy an immersive experience with the WF-C500 earbuds, an adrenaline-charged ride on a luxury yacht to discover the WH-1000XM5 noise cancelling headphones, among other experiential events that seamlessly bridged the digital and physical worlds. These innovative, on-trend brand experiences reinforced Sony’s authenticity, spirit of kando and leadership position in the market. The fresh and fun format was very well received, while the timely, relevant content generated tremendous buzz on social media and earned media in Arabic and English.