Harte Hanks took home the 2023 Benny in Creative Category: Creative Email for its work on the Sony Electronics LSPX-S3 Glass Sound Speaker Email in May 2022!
Sony Electronics wanted to make a big splash for their LSPX-S3—a truly one-of-a-kind glass sound speaker. Its shape, design, and functionality were unlike anything else in the market.
The LSPX-S3 was the epitome of a niche product. This wasn’t just another run-of-the-mill wireless speaker you’d expect to see and hear at a football game tailgate or backyard BBQ. Instead, the LSPX-S3 was both a work of art with its aesthetic design and an engineering marvel with its reverberating sound. Our challenge was to make this niche speaker appeal to a niche audience in an email.
Our approach was to blend a mix of emotional and functional benefits to stimulate our audience of Sony Electronics enthusiasts. We looked to empower Sony Electronic’s customers to transform the atmosphere of their living space with the crystal-clear, 360-degree sound of the LSPX-S3 that also adds ambient illumination. A successful LSPX-S3 email could drive click engagement and drive sales for Sony Electronics.
We looked to set a captivating mood with this unique glass speaker. An elongated upper hero area of the email was arresting in putting the LSPX-S3 “in situ” of a relatable home environment. Just beneath, we purposely placed an animated GIF showcasing the sights and sounds inherent in this transformative speaker. Knowing the sheer shape of the LSPX-S3 was differentiating, we positioned the product front and center in the middle of the email, adorned by six benefit-driven areas of content to drive high click engagement.
The results? A 50.9% open rate (way above the industry benchmark of a 19% average open rate) and a 1.4% click through rate (50% above campaign goal).
