Brand Refresh


Sony Digital Cinema needed a fresh brand story to promote its 4K projector range.

It offers lower cost of ownership and easier maintenance than its key competitor, IMAX, while providing outstanding quality.

Sony Digital Cinema needed a fresh brand story to promote its 4K projector range.

It offers lower cost of ownership and easier maintenance than its key competitor, IMAX, while providing outstanding quality.

Sony’s heritage as movie makers gives the brand a strong competitive edge as manufacturers of cinema technology. As well as technical quality, Sony could demonstrate a deep understanding of what it takes to run a cinema, and what it means to be a movie fan.

The new brand line, “Cinema Without Compromise” provided a credible foundation for telling the Sony Digital Cinema 4K story that highlighted the passion and intensity of fans, film makers and exhibitors. From this flowed the campaign theme, “Every Drop of Cinema Magic”, using a 3D water droplet to pick out the fine detail of a movie-inspired image.

The campaign made a big impact at Europe’s premier cinema technology exhibition, CineEurope, and fuelled a targeted social program focussing on the launch of Sony’s Kingsman: The Golden Circle movie in London’s Leicester Square Vue showcase cinema, with outstanding results.

Reached over 3
million users
142,000 clicks
(4.5%)

Working with twogether has enabled us to take the Sony Digital Cinema brand to our customers with complete confidence. We have a real story to tell, in a way that remains authentic to the market we are in of delivering uncompromising film experiences. The way we have worked as a partnership to shape the brand has been very refreshing and equally the feedback from our customers has been incredibly positive. What started as a brand refresh, has now evolved to business engagement with real tangible results meeting all our KPIs. This is something we cannot wait to build on with the support of our agency twogether.

Head of Marketing, Sony Digital Cinema
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