Interview: Sony's Jason Kwok on strategic brand positioning via products in the digital era

As Gen Z has emerged as a dominant consumer force with distinct behaviours, brands need to reposition themselves with authentic strategies to tap into this digital native generation. Often perceived as a camera brand which only targets male audience, Sony Hong Kong has rejuvenated its brand image by launching campaigns that target females and Gen Z audience.  

Taking last year’s “Creative look” campaign as an example, Jason Kwok (pictured), head of marketing communication and CRM, Sony Hong Kong said during an interview with MARKETING-INTERACTIVE, that it was an integrated 360-degree campaign including videos, online banner, out-of-home ads, 10-day pop-up store, aiming to bring the brand to younger and female audiences. 

Don't miss: Sony HK empowers users to explore their personal diversity with new campaign

“Sony is a 79-year-old brand, and it is often perceived as a premium tech and masculine brand, we wish to approach gen Z and female customers in Hong Kong. The ‘Creative look’ campaign revolves around camera, then we looked at how females use cameras with filters, while some like to instantly print the photo,” he added. 

To engage Gen Z and female audiences, the brand introduced dedicated travel, pet, and beauty zones at its pop-up store. Additionally, the event featured a Sony camera-powered photo booth with customisable filters and effects tailored to the target demographic.  

Kwok noted that Hong Kong audiences stand out for their discerning and value-driven approach to spending, which influences Sony’s brand positioning.  

“Sony aims to deliver value through its products by empowering creators and elevating their work quality,” he explained. “Whether travelling or capturing everyday moments, our cameras and smartphones help users preserve meaningful experiences. We want to show how Sony can enrich their lives - that’s our long-term vision.” 

Key communicative channels with consumers

Product innovation has increasingly become a key strategy as part of Sony’s brand positioning, especially post-covid, when consumers prioritise immersive experiences, Kwok added. “They research online but prefer in-store experiences before purchasing. This online-to-offline (O2O) journey distinguishes Hong Kong from other markets.” 

To adapt, Sony has strengthened its consumer touchpoints, including relocating Sony stores into high-traffic malls such as Hysan Place, Langham Place and K11 Musea to attract both intentional shoppers and casual passersby. 

Beyond its products, user-generated content (UGC) serves as a vital bridge between the brand and its consumers, said Kwok. “For more than a decade, we communicated with consumers via UGC, alpha camera, and tools to enrich local consumers' work quality. We feel the joy of sharing their quality work and collaborating with them via exhibitions and social media. They are the best ambassadors as product users, be it audio products or home theatres.” 

When asked which channels are still key to the brand, Kwok said it depends on the product. “Outdoor advertising still plays a valuable role, especially when targeting niche audiences. Rather than blanket coverage such as MTR ads, we focus on identifying our precise target demographic and crafting tailored messaging - then selecting the most impactful channels accordingly."  

On the other hand, Kwok said digital platforms and social media also remain essential as they represent non-negotiable parts of the brand’s marketing investment. “The key is balancing these digital priorities with precisely-targeted traditional channels when the situation demands." 

Such channel decisions are underpinned by rigorous financial discipline. "We maintain a performance-driven budgeting model, carefully calibrating marketing investments against sales projections," Kwok said. "In the current economic environment, we demand maximum efficiency from every dollar - thoroughly evaluating potential ROI before committing resources to any initiative."  

This philosophy reflects a fundamental shift in marketing's role. "We're moving beyond viewing marketing as mere expense," Kwok added. "By framing it as strategic investment - with clear objectives tied to specific budget requirements - we create a results-oriented framework that demonstrates tangible business impact."

Related articles:

Sony Hong Kong and Naughty Things Creative wow vlogging market with new video campaign video
Sony HK invites Kay Tse to front marketing push for latest smartphone