A world of wonder
4:03:54 1 September 2021
Once the world’s undisputed electronics giant, the competition had long stolen a march on Sony, prompting a global rebrand, called ‘like.no.other’. One of the world’s leading trade shows for consumer electronics, IFA Berlin was chosen as the launch of the new Sony.
FreeState was commissioned to design, deliver and manage the Sony IFA Berlin pavilion experience from 2008 to 2012. The challenge here was how best to turn its 18,000 metre square pavilion into a like.no.other experience. It needed to impress 200,000 plus journalists, buyers and competitors, reignite admiration for Sony innovation and creativity, spread the word, raise NPS scores, increase share in dwell time, accelerate purchase times, and grow sales worldwide.
Our solution was to create experiences that prioritised the audience journey every step of the way. Using storyboards, we designed ideal journeys for targeted profiles – lead buyers and journalists – and then, together with a trans-disciplinary team, we planned, delivered and managed every aspect of the experiences. All in all, a set of immersive and holistic experiences, choreographed in such a way as to create worlds within a world, each dwarfing the competition – both in size and experience.
With 120 million people influenced, net promoter scores rose to a staggering 82%, there were more sales per user per square foot than any comparable investment, and sales increased worldwide by 30%. Sony adopted our brand guidelines thereafter, and FreeState was the recipient of multiple awards, including a Cannes Lion for World’s Best Brand Experience.