The new Sony tablet is exciting! Loaded with features, supporting by a slick ad campaign with an outdoor component that is sure to pique your curiosity.
It does look like an amazing product… and I’d probably be willing to try it out.
I have only one tiny beef with the communication. The typical manufacturer-speak at the end of the ad… after being wowed by the CG work, what’s the tagline? “All our innovations… folded into one!”
Really guys? “All YOUR innovations?” Come ON! I mean it’s nice that you managed to cram all this stuff into a sexy package, but SO WHAT? What’s in it for the consumer? What is the itch that you are attempting to scratch for the consumer? You know, the person you want to buy your tablet?
If Sony had only put themselves into their consumers’ collective shoes, and tried to provide a real BENEFIT, it could have been epic. There could have been so many benefits… emotional, functional, experiential… instead Sony chose to brag about their engineering capability, leaving me gritting my teeth at the end. Why?
Why is it so difficult to identify a real benefit? Well, you need to really understand your consumer, which I can’t believe was a problem for Sony or its agency. Then what? Lack of understanding of what a benefit is, or why its important? Perhaps. I don’t know. But something along the lines of “Bring your world together like never before” or even “Your world in your hand” would have at least attempted to scratch a real itch… again, I’m not suggesting that these are the right ones for the brand, but a thought process that would have closed the loop nicely, and brought the consumer into the fold.
Just my two cents – look forward to your comments.