Tech giant Sony leveraged its partnership with e-commerce giant Amazon for broader reach and deeper engagement on White Friday in the UAE to increase purchase intent and consideration, achieve an ambitious growth in revenue, secure a prominent place in consumers’ top-of-mind, and capture new-to-brand customers, gaining share from competition.
Campaign details
Brand: Sony Middle East and Africa FZEAgency: UM MENARegion: EMEA
Strategy
Objective
Sony, a prominent tech giant, has faced challenges in boosting revenue and maintaining Return on Advertising Spend (ROAS) amidst a crowded, competitive, and price-sensitive market during peak sales seasons. Sony’s core focus lies in four key categories: TVs, Headphones, Soundbars, and Cameras, each with a lifecycle of 1-3 years. To attract new users and retain existing ones seeking upgrades, the company previously employed isolated discount offers with limited success. Recent studies indicate that excessive discounting can negatively impact brand health and…
