A DIGITAL DAY IN THE LIFE

Build better customer habits – by telling a better story.

THE CHALLENGE
Outside of an initial onboarding, brands can struggle to fully convey the breadth and depth of their core value proposition over the customer lifecycle. So how could we help Sony Rewards coach everyday engagement habits – without just relying on special offers?

THE ANSWER
Stop selling stuff, and be funnier. And cooler. And more relevant to the member’s daily life! Show more emotion than product. Tell a story worth reading – a relatable one, in regular language – with content that feels written for (and about) actual people, not just targeted personas.

THE WORK
With a paneled, comic-style design, three responsive emails deliver very different, first-person “days in the life” of successful Sony Rewards members – leading with the big finale (enjoying the rewards of an average day) and working backwards to show how each character naturally gets there. Soft calls to action are embedded organically to provoke deeper discovery.