Our Work

Sony

SONY Sets a New Standard for Hollywood

The competition in Hollywood is fierce. Despite the superiority of Sony's products and the stalwart brand name, the company's Broadcast and Productions Systems Division (BPSD) was feeling the heat of competitors. Sony hired Allison & Partners to raise the profile of the BPSD and its high-end HD products and make them the industry standard for professional users shooting in HD.

We developed events for media and cinematographers, film and TV producers, indie filmmakers, documentarians and other industry members that demonstrated Sony technology through firsthand experience. In addition, we placed executives in key trade publications and in strategic speaking engagements, as well as in articles underscoring high-profile projects shot using Sony gear, which included the DaVinci Code, Spider Man III and Cloverfield.

To emphasize Sony's array of diverse camera technology, we created messaging around an analogy of a tool box, with each Sony product representing a tool having unique attributes that make it most useful for the job at hand.  This messaging effectively conveyed product attributes and advantages, and was carried through in all media materials, interviews and speaking engagements.

Since the inception of the program, the team has secured a constant stream of national trade and technology coverage for Sony BPSD, generating more than 351.9 million impressions via 116 million via broadcast channels, 23.9 million print readers and 212 million online monthly page views.