Sony HK empowers users to explore their personal diversity with new campaign

Sony Hong Kong has launched a citywide campaign to encourage users to explore their personal diversity through its newly upgraded "Creative Look" feature, an in-camera tool that is designed to enhance the user experience.

This comes as users are increasingly sophisticated and demanding in using various filters to enhance their photos driven by social media, according to Sony. The “Creative Look” feature allows users to match popular aesthetics by offering customisable filters that create specific moods and tones. It also provides the flexibility to fine-tune contrast, giving users more creative control over their images.

Done in partnership with creative agency Frengers Communications, the year-long campaign, named "Sony creative look", features the creative concept "Style your own, own your style", and is promoted through the Sony A7C II and ZV-E10 II camera models.

A spokesperson from Sony told MARKETING-INTERACTIVE that the campaign targets teenage girls and aims to encourage users to explore their personal diversity through the “Creative Look” feature, inspiring them to experiment with various filters and settings to develop a unique visual style.

As part of the campaign, Sony Hong Kong has released two mood-themed online videos featuring twin-like sister talents Vivian Wat and Anna Wat, who showcase two distinctly different styles and personalities. With their contrasting looks, the campaign aims to highlight how the “Creative Look” feature can enhance personal expression.

The two mood-themed online videos and key visuals will be launched across the city, including OOH billboards, in-store displays, and online platforms. Ads are also displayed on the OOH billboard at Sai Yeung Choi Street South Broadway.

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Hashimoto Yoshimasa, director of customer marketing, Sony Corporation of Hong Kong, said: “At Sony, our role is to continuously inspire and innovate, staying ahead of trends and anticipating the needs of our users. The ‘Creative Look’ feature is a testament to our commitment to pushing boundaries and enhancing user experience. It represents just one example of how we leverage emerging trends to develop new, exciting tools that empower our customers to express themselves creatively. We’re dedicated to bringing more groundbreaking features such as this to the market in the future.”

Jason Yu, group creative director, Frengers Communications, said: “Our team is incredibly excited about this campaign. It’s more than just generating buzz; it’s about crafting a compelling narrative around the ‘Creative Look’ feature. The agency’s innovative approach involves splitting the videos and visuals into two distinct styles to showcase the feature’s versatility and its ability to enhance personal expression."

"This strategy not only highlights the creative potential of the ‘Creative Look’ function but also encourages users to create and define their own expressions with Sony’s product without standard formula," Yu added.

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