Sony, Kitchen, and 1,000s other like this

This is our newly-launched campaign for Sony Cyber-shot TX9.  KITCHEN brings celebrities DJ Jim & Donald to your Facebook Profile Page and show you how to get more ‘Likes’ with the new Sony Cybershot TX9.

In this campaign, Kitchen created  four TVCs, banner ads and a micro-site, boldly targeting solely at Facebook users through Facebook Connect technology.

Once connected, the two funniest celebrities would crash into your Facebook page, not only becoming your friends but also playing around, cleaning up your estate and showing you how they get more “Likes”.

And the result? Many thumbs-up for KITCHEN’s creation and the number is still growing.

Sony TX9 


Pictorial aids to capturing professional pictures. SONY alpha series DSLR cameras.

Making progress is human nature.

Not long ago, people were satisfied with DCs, for their ease of use and convenience.  And now, most don’t want to settle for the amateur picture quality.  However, most DSLR cameras in the market are far too professional.

SONY tries to bridge the gap with ∝380 and ∝330 models, with its unique pictorial user interfaces on both aperture and shutter speed – the 2 magical factors that take pictures to new heights.

KITCHEN helps potential buyers to feel the product edges, by re-creating such hands-on experience on the internet.

Now you know why pictures on facebook and most blogs look more professional, all of a sudden : )

See the campaign here.

Another shocking success tailored for SONY. KITCHEN extends one’s scary moments during Halloween.

Soft selling does shock. KITCHEN helps SONY impress audience with its new models of image and video cameras.

Riding on the craze at Ocean Park during Halloween, SONY builds 3 haunted houses there to respectively promote its all-new image capturing products from Cybershot, Handycam, and Alpha.

In one house, frightened faces of visitors are captured by Cybershot digital cameras. They can then download the photos at the Halloween mini site developed by KITCHEN.

In the second haunted house, a video clip is captured for every visitor by the latest model of Handycam. The video clips are all stored on the SONY pre-registration YouTube page where visitors can view their yell-like-hell moments as many time as they wish.

For the Alpha camera, a more engaging way is employed – A photo competition. People can upload pictures shot with SONY Alpha cam to a special site built by KITCHEN and wait for “The Judgment Day”.

Once and again, one doesn’t need a 3rd eye to tell this launch by KITCHEN is something more than a phantom success.

SONY entrusted KITCHEN with an insurmountable task. KITCHEN delivered on time, with miraculous results.

A through-the-line campaign that make passers-by stop for the new Walkman.

It’s not a SONY digital camera. It’s a SONY Walkman digital. And what we’ve come up is an event of pictures.

We’re not drunk.The product we need to launch is the all new SONY Walkman digital, with innumerable design casings for users to change, just like fashion accessories.SONY demands no less than 1,000 photos taken, plus to drive visitors to its revamped flagship showroom.


And wraps around the various items of the whole campaign with one single word that reflects the product’s essence,Match.

While most photo submission websites wait passively for people to upload, we lure people to visit our site spontaneously.

By putting them centre stage. 5 gorgeous fashion models ask people to take pictures with them in the shopping hub of Causeway Bay. Once done, the models will ask them to visit the revamped showroom nearby as well as the website from time to time to see how great they look.

It is human psychology that:

  1. You will always look for yourself in a group photo and;
  2. When you are photographed, you always want to see if you’re looking good in the picture.

Results? Extremely successful!

  • We captured over 1500 photos (i.e. 1.5 times of client’s benchmark) in just 6 hours;
  • Huge traffic was driven to the Sony showroom, with instant purchases and innumerable subscriptions for the limited edition model;
  • Before the site was lived, countless people couldn’t wait to call the SONY hotline to ask when they could see their own pictures online.


And to achieve such miraculous results, it took a marketing event, promotion collaterals, a minisite, online ads…All done and delivered in less than 2 weeks.

Surreal? Yes.

Impossible? No. Well, at least not to KITCHEN.

A Full HD Website For a Full HD Handycam

SONY Handycam TG1. Product placement first seen in interactive suspense movies.

Being the smallest in the market which can capture both Full HD video and still shots, KITCHEN suggests SONY to sell with movies – Full HD movies.

“Handycam users are naturally movie lovers, so why don’t we use movies to sell?”, says Alan Kan, Creative Director for Interactive, KITCHEN.

Everything spins off from a theme line developed by KITCHEN – 「細得可移」, which means “Small enough to move” as well as “Suspiciously small” in Chinese.

Naturally, 3 suspense movies are made with the product features embedded for viewers to experience in an interactive manner.


Lights off.



Thanks to all honorable judges and our beloved client, KITCHEN’s “Get More Likes withTX9” project is awarded GOLD in HKDA Global Design Awards 2011.

TX9 is also awarded for “Hong Kong Best” and ‘Judge’s Choice’  in New Media category.  Quoted from judge Mr. Kentaro Katsube; “Unique design like Facebook interface, the attractive casting and the structure in which prompt clicks. The balance between these factors connect with style and attractive communication.”

For details of this project, you can refer to our previous post “Sony, Kitchen, and 1,000s other like this” .