Sony Mobile has chosen MetropolitanRepublic as its new digital agency in South Africa.
Sony’s local and international teams were convinced by MetropolitanRepublic’s approach to localising the corporation’s mobile offerings; using our strengths in key areas, like customisation to individual clients, and strategic monitoring and analysis. They were also impressed by our ability to provide integrated solutions, thanks to our strong team of experts in the technical, strategic, content and creative areas across all digital channels and platforms.
Our insights into attracting the local youth market, to foster brand attachment at the roots of this segment’s brand journey, also proved highly attractive to the client.
“Sony is already a very strong brand in South Africa and we now want to build and deepen brand preference and engagement among local users, by communicating more with them through their preferred social media spaces,” explains Christian Haghofer, Sony Mobile South Africa country manager. “Our XperiaTM Lounge is also a key platform for new and existing customers to access the World of Sony, where we will be running varied promotions, offering great prizes and other value adds.”
A complete digital marketing service
MetropolitanRepublic has taken ownership of the digital landscape for Sony Mobile XperiaTM products. We are responsible for developing and supporting locally relevant digital campaigns and activities, managing all implementations, and managing all user engagement across all audience channels for the smartphone and IoT market.
Melissa Carney, head of digital at MetropolitanRepublic, elaborates: “MetropolitanRepublic is passionate about partnering with exciting brands, and Sony Mobile is the perfect match. We are looking forward to growing the Sony Mobile digital audience through strong channel and content strategies. Our goal is to drive increased devices, sales, and brand loyalty utilising Sony Mobile’s strong positioning and innovation in all our communication and ensuring every digital touch point enforces the brand experience that Sony Mobile has built.”
We are already off to a flying start, crafting ongoing social media content plans and engagement tactics to constantly increase the brand’s impact. They include the use of promoted and sponsored posts on Facebook: https://www.facebook.com/sonymobileza, Twitter: https://twitter.com/SonyXperiaZA, Instagram: https://www.instagram.com/sonyxperiaza/ and YouTube
as well as the Google Display Network. We have also begun creating promotional elements for Sony’s XperiaTM Lounge mobile app. These activities are accompanied by social media community management, follow-up engagement with users, and moderation of the conversations.
Introducing South Africa to the new XperiaTM XZ
The first big campaign we’re charged with is carrying out the South African elements of the global launch campaign for Sony Mobile’s new premium, high-performance smartphone, the XperiaTM XZ: http://www.sonymobile.com/za/products/phones/xperia-xz/
Along with repositioning and deploying global content, we produce all the creative and content for the various campaigns around the XperiaTM XZ launch in South Africa.
