Basic data
- Industry: consumer electronics
- Client: Sony Hungary
- Category: press event, PR
- Year: 2012-2014
The challenge
Competition is extremely fierce between manufacturers of consumer electronics to be pioneers of technology, and therefore these companies come out with a new product portfolio twice a year on average, mostly introduced on a press event.
Journalists get to know the technical specifications and design of the new products before they arrive to the country, which is why a press event needs to provide a memorable experience and cannot be limited to showcasing features.
We organized 8 press events, 3 workshops and a launch party in 2 years for Sony Hungary.
The solution
We invited journalists to participate in unique and informative programmes, ones that differ from traditional press events.
That is why we organized a fashion show at the launch of Sony Ultrabook, chose Budapest Music Center as the location for the intorduction of a notebook series with exceptional audio qualities, or the studio set of Sztárban sztár, a popular celebrity transformation TV show for presenting notebooks that can be turned into a tablet with one move.
At workshops with fewer participants we provided an ideal surrounding for the testing of products and exciting culinary experiences.
Results
- 8 press events – with 35 journalists on average
- 3 workshops – with 15 journalists on average
- 1 launch party – with 200 people
- 375 media appearances closely related to the events
2012. PlayStation Book of Spells launch
Location: MiMozink Óbuda
Program: Playing with video games on the movie screen with journalists and their children
Occasion: Using the technology of augmented reality, Book of Spells was developed for kids ages 6-10. We asked journalists typically used to adult video games to arrive with their children. Hostesses dressed as characters helped us recreate the world of the video game developed in cooperation with the author of the Harry Potter series.
2012. VAIO Spring-Summer products presentation
Location: Symbol Budapest Art Gallery
Programme: Fashion show of Hungarian designers Kata Szegedi and Dani Benus
Occasion: In the communication of Sony's new business notebooks and first ultrabook, sleek design played an important part in addition to the technical novelties. We emphasised the minimalist product design by matching the devices to the modern business casual collections of the fashion designers.
2012. Sony Walkman presentation in cooperation with Sony Music
Location: MIX Club
Programme: Exclusive concert with Gergő Baricz, Péter Kálloy Molnár and Leander Rising.
Occasion:In cooperation with Sony Music, in 2012 every MP3 and MP4 Walkman® player entered the stores with pre-uploaded songs of popular Hungarian musicians. Out of the 52 songs, 6 was made just for the occasion. The new songs made their debut on the press event.
2012. Camera presentation in the Zoo
Location: Budapest Zoo
Programme: Animal show and product test in the city zoo
Occasion: At the launch event of a new, adaptable compact Sony camera with extremely fast focusing time, journalists could test the product in a wide range of shooting conditions at the zoo.
2013. Spring product range presentation
Location: Budapest Music Center
Programme: We chose Budapest Music Center for its exceptional acoustic qualities as the location to introduce the new VAIO Fit series, concentrating on high-quality audiovisual experiences, and Sony's first hybrid ultrabook. Az audiovizuális élményre fókuszáló VAIO Fit szériát, a Sony első hibrid ultrabookot és a világ legkönnyebb érintőképernyős ultrabookját bemutató sajtótájékoztató helyszínéül az újonnan megnyitott kiváló akusztikájú Budapest Music Centert választottuk. In the modern setting the qualities of the notebooks were presented by a creative video produced by Visionary 7, on a 15 meter screen.
2013. VAIO Autumn - Sztárban Sztár TV show
Location: TV2 studio set of Sztárban sztár
Programme: Product presentation with celebrities Claudia Liptai and Peti Puskás.
Occasion: The studio set of the popular celebrity transformation TV show has proven to be a spectacular and relevant location to introduce the first ultra light notebook that can be turned into a tablet.
