Sony VAIO
Context:
The ask was to create a print campaign for Sony's new VAIO™ Professional BX Series Notebook for business use and later as digital assets for their VAIO website, featuring professionals with a work machine powerful enough to achieve their career ambitions.
Contribution:
I owned and wrote the copy for the VAIO Professional BX Series Notebook campaign while assisting with location scouting, talent selection. I somehow also became the defacto messenger (or diffuser) between the Hells Angels next to one location with their colorfully worded demands and our carefully worded responses.
Impact:
VAIO sales for business use surpassed projected earnings by 8% that year
Adoption of the BX had competitors Dell, Gateway, Compaq, and IBM all lose significant audience market share for the first time
Desirability and demand increased consistently throughout the fiscal year
Headline:
TAP INTO OUR LEGACY AS YOU CREATE YOUR OWN.
Body (excerpt):
“Hard work, passion, talent, vision, and drive create success that lasts long after you’ve left the building. That’s what we’ve put into all our Sony products. If the architect of a true legacy is dependent on specific tools, the VAIO Professional BX Series Notebook is the perfect device to make it all happen.”
Headline:
FROM THE MAILROOM TO THE BOARDROOM,
AND ALL THE WEIRD AND WONDERFUL PLACES
IN BETWEEN.
Body (excerpt):
“Every employee with the same notebook. Every notebook tailored to each employee. One for all and all on one platform. Now, with the VAIO Professional BX Series Notebook, you can roll out a single machine across all departments, capable of creating the simplest spreadsheets or encrypting the most secure payroll data.”
Headline:
INSPIRES MOBILITY, PRODUCTIVITY, AND JEALOUSY.
Body (excerpt):
“Whispering, pointing, and excessive staring is to be expected. Not only is the BX mobile, flexible, secure, and fully connected, but it’s also a real looker. A head-turner. A jaw-dropper. An object of envy. And in the workplace, a little jealousy can be a good thing. It might inspire your colleagues to ask for one themselves.”