Aiming to position Sony as leaders in healthcare and increase product awareness, we identified the brand’s heritage of pioneering innovation as the most potent tool to drive communication. Executions countered expectations and achieved stand-out by utilising dramatic black backdrops, strikingly original imagery and concise copy. Brand awareness amongst end-users has increased dramatically; eDM click-through rates far exceed previous Sony averages whilst generating target-breaking numbers of new business leads.

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• ⓒ Imagination 2010