

Can lifestyle showcase the technical features?
CLIENT
Sony
SITUATION
Sony identified a need to shift from a technical jargon heavy approach in their product catalogues to a more accessible, lifestyle centric marketing strategy. The traditional, spec dense catalogues were deterring a broader audience, many of whom did not understand the benefits of the features and were more interested in how the products could enhance their daily lives rather than in the intricate technical details. This indicated a significant opportunity to reframe Sony's marketing to highlight practical applications and real world benefits, making their products more appealing and relatable to everyday users.
TASK
As Creative Director and Brand Strategist, my task was to lead a disruptive rebranding initiative for Sony. The goal was to transform it from being dense with technical specifications to being more engaging and lifestyle oriented. This involved not only a redesign of the visual elements but also a rethinking of the content to highlight the practical and lifestyle benefits of Sony products.
ACTION
In response to the identified need for change, we undertook several strategic actions to transform Sony's product catalogue. Firstly, extensive market research was conducted to gain a deeper understanding of the consumer base, specifically focusing on the lifestyle preferences of our target audience. This was complemented by a thorough analysis of competitors who had successfully implemented lifestyle oriented marketing strategies, allowing us to gather valuable best practices.
The content strategy was then remodeled to shift the focus from technical specifications to lifestyle applications. For instance, rather than just listing camera specs, we showcased scenarios depicting how the camera could capture important life moments. This approach was enriched by integrating real life user stories to enhance relatability and connection with potential buyers.
The redesign that truly spoke to the customer needs was paired with the introduction of cleaner, modern typography and a fresh colour scheme that reflected the new lifestyle focus.
Feedback was gathered with focus groups allowing a refined approach based on direct consumer insights.
RESULT
The redesigned platform was highly successful, leading to recognition as one of 'The Australian' Top 100 Innovators and inclusion in the RegTech100 list for 2021-2022. Following the redesign, 6clicks secured a $5 million capital raise for global expansion, led by notable investors including former PwC CEO Luke Sayers. The AI engine, Hailey, notably enhanced the compliance mapping process, increasing in productivity speed by 1300%
The rebranded Sony was well received by the target audience, leading to a 20% increase in sales. Additionally, the catalogue earned a Highly Commended recognition in the under 20,000 print category at the Australasian Catalogue Association Awards (ACA). This accolade further validated the success of the rebranding effort and demonstrated the effectiveness of aligning product marketing with consumer lifestyle preferences.