PROJECT
Mugen Kando (Social Communication Philosophy)
BACKGROUND
Like all major brands of mass consumer electronics, Sony struggles to differentiate its products. Most items in a given category have nearly identical features; and sometimes even look very similar.
Things don’t get much better on social media with very similar-looking posts, each crammed with an overwhelming amount of information. This resulted in low recall, awareness and differentiation in the minds of consumers.
SOLUTION
When we took over the Sony Singapore social media account, the first thing we did was to set a social communication philosophy to guide us toward addressing these issues.
When we took over the Sony Singapore social media account, the first thing we did was to set a social communication philosophy to guide us toward addressing these issues.
We were inspired by Sony’s own Japanese core values - which brings together an engineer’s technical skill and precision with an artisan’s discipline and craft. We made it our task to clearly communicate the heartfelt intentions of both engineer and artisan, to maximise the customer’s emotional delight (Kando) when experiencing Sony’s products.
We would then go further to encourage users to share their experiences and creations using Sony products over the same social platforms - which would inspire more delightful innovations from Sony’s engineers and artisans.
We call this our Cycle of Endless Delight (Mugen Kando) - an ongoing dialogue between the customers and the brand to bring about continuous improvement.
The social branding also includes a unique style; known as the ‘Pedestal’. Pedestal comprise of both visual and verbal design language that is heavily influenced by modern UX & UI disciplines.
Combining both friction and frictionless design to create impact and educate at the same time through clear and concise communication.
Putting it into practice
The first step was to ensure clear, focused and delightful communication so the full intent of Sony’s engineers and artisans are conveyed to audiences. Do achieve this, we introduced:
The first step was to ensure clear, focused and delightful communication so the full intent of Sony’s engineers and artisans are conveyed to audiences. Do achieve this, we introduced:
The Pedestal (Art Direction)
Influenced by UI+UX practices, this design element became the primary visual anchor for all Sony social communications. It standardises placement of key information in each post - a visual shorthand so users never feel lost and can quickly tell what each post is about. It makes for comfortable, delightful interaction with Sony content
Influenced by UI+UX practices, this design element became the primary visual anchor for all Sony social communications. It standardises placement of key information in each post - a visual shorthand so users never feel lost and can quickly tell what each post is about. It makes for comfortable, delightful interaction with Sony content
The Tech-Savvy Friend (Copy Direction)
Previously, each post spewed an overwhelming torrent of details about multiple features. We kept it to one product feature per post - ensuring focus, clarity and recall. We also made the copy short and liberally sprinkled it with witty wordplay for more delightful reading. In short, we changed our tone from that of a brochure or overzealous promoter - to a likeable friend who’s good with technology.
Previously, each post spewed an overwhelming torrent of details about multiple features. We kept it to one product feature per post - ensuring focus, clarity and recall. We also made the copy short and liberally sprinkled it with witty wordplay for more delightful reading. In short, we changed our tone from that of a brochure or overzealous promoter - to a likeable friend who’s good with technology.
Ongoing iteration and improvement
Mugen Kando isn’t just meant to affect Sony products. We also apply it to how we craft Sony social communications. Here is an example of how we have evolved the posts based on how users have reacted to our work.
Mugen Kando isn’t just meant to affect Sony products. We also apply it to how we craft Sony social communications. Here is an example of how we have evolved the posts based on how users have reacted to our work.
Left Post: Original post from the previous agency.
Middle Post: Our first iteration with the Pedestal and punchier, more focused copy.
Middle Post: Our first iteration with the Pedestal and punchier, more focused copy.
Right Post: Our second iteration based on user preferences: using animation for richer storytelling and adding an element of human connection which is more relatable to Singapore audiences.
