Sony

THE BRIEF

To support the regional debut of Sony’s REON Pocket Pro wearable thermal device, the brand aimed to generate targeted awareness and lifestyle-led visibility among tech-savvy and climate-conscious audiences in the UAE.

The primary objective was to introduce the product’s upgraded cooling capabilities and wearability through immersive media engagement and hands-on influencer experiences. The campaign needed to deliver authentic storytelling, strategic coverage, and social buzz within a short, one-week planning window.

THE DELIVERY

Curated Brand Experience:

• Hosted 34 select attendees, including 12 tech/lifestyle media and 15 aligned influencers
• Experience framed around real-life product usage in hot UAE conditions, enhancing product relatability

Strategic Venue & Experience Design:

• Selected Topgolf, Emirates Golf Club as an active, outdoor environment to simulate real-world performance
• Enabled seamless transitions across product trials, interviews, and organic content creation zones

Influencer & Media Amplification:

• Secured 2 media interviews (Al Khaleej, Asharq Al Awsat), with Gulf Business engaging for extended coverage
• Drove 65 social media posts from 15 influencers with followings from 1.6K to 2.7M, emphasizing product practicality, design, and tech appeal

Real-Time Storytelling:

• Participants shared live impressions focused on cooling power, wearability, and smart features
• Feedback validated key messages: dual thermo modules, improved design, and adaptive tech

THE OUTCOME

• 49 product-focused clippings, 27 additional coverage pieces, and 11 press release clippings
• USD 137,000 in PR value
• 45,334,583 total circulation
• 65 influencer posts across Instagram, X, and YouTube
• Immediate product sell-out with backorders initiated post-event
• Opened doors for seasonal content series and long-term media partnerships in the wearables space