Tech
Who Wrote Experia Files 3939? Analyzing Sony’s Innovative Campaign

Few marketing campaigns manage to blend cutting-edge technology, creative storytelling, and global cultural symbols as seamlessly as Sony Mobile Communications’ Experia Files 3939. First launched in 2016, this campaign was designed to highlight the power and sophistication of Sony’s Xperia smartphone lineup. Yet, it wasn’t just a showcase of hardware. It was a unique artistic collaboration that engaged tech enthusiasts and fans of the virtual singing sensation Hatsune Miku.
While the question of “Who wrote Experia Files 3939?” might not have one definitive answer, the origins and development of the campaign offer a captivating glimpse into the intersection of technology, art, and marketing. This blog seeks to unravel the story behind Experia Files 3939, explore the creatives and processes involved, and analyze why it remains a fascinating milestone in tech-centric marketing.
What was Experia Files 3939?
Experia Files 3939 was not your average promotional video. It was a striking blend of advanced mobile technology and the artistry of Japan’s virtual idol culture. Sony Mobile Communications developed this campaign in collaboration with Crypton Future Media, the creators of Hatsune Miku. Hatsune Miku, a Vocaloid (a virtual singer powered by synthesized voice technology), has built an enormous fanbase globally. Sony strategically tapped into a loyal, engaged audience by incorporating Hatsune Miku.
The campaign wasn’t just a showcase for the Xperia series. It was an experience. The video emphasized digital creativity, connectivity, and innovation themes, perfectly complementing Sony’s positioning as a forward-thinking tech company.
What’s in the Name?
The name “3939” itself carried multiple layers of meaning. It’s a clever phonetic pun highlighting cultural and personal connections tied to Miku.
- Phonetic Association: The number “39” in Japanese can be pronounced as “san-kyuu,” which also sounds like “thank you” in English. It creates a sense of gratitude and connection.
- Hatsune Miku Reference: More significantly, “39” is often associated with Miku because “mi-ku” can also be derived phonetically from these numbers in Japanese.
This subtle wordplay brought the campaign closer to Miku’s devoted fans while tying the promotional theme to feelings of creativity and gratitude.
The Creative Forces Behind the Campaign
Marketing campaigns as innovative as Experia Files 3939 are rarely the work of a single individual. Instead, they come to life through the collaboration of diverse creative teams and organizations.
Key Contributors
1. Sony Mobile Communications
Sony’s in-house creative team led the charge, defining the campaign’s objectives and tone. By carefully aligning it with Xperia’s brand values of innovation, artistry, and connectivity, they ensured the campaign would showcase their smartphone lineup’s unique features, such as high-resolution screens and immersive sound quality.
2. Crypton Future Media
Crypton Future Media, the creators of Hatsune Miku and the Vocaloid software, brought their expertise in digital artistry to the table. This partnership ensured that Miku’s portrayal in the campaign would resonate authentically with her global fanbase while maintaining the technological themes central to Xperia’s branding.
3. External Collaborators
The campaign also brought in external creatives, including marketers and possibly digital music composers. Artists like Tilt-Six, a prominent figure in the Vocaloid music scene, were rumored to have contributed creative talents to the project, ensuring the music and visual aesthetics were executed at the highest level.
This confluence of expertise spanning technology, marketing, and digital artistry allowed Experia Files 3939 to transcend the boundaries of a traditional advertisement.
Why Experia Files 3939 Stood Out
Here’s why Experia Files 3939 was groundbreaking as a tech ad and a cultural milestone in experiential marketing.
- Blending Technology and Art
The Xperia phone was front and centre throughout the campaign but wasn’t advertised using generic buzzwords. Instead, collaborating with a much-loved digital artist (Hatsune Miku) showcased Xperia’s ability to power innovative and creative projects.
- Engaging a Niche but Passionate Audience
Hatsune Miku fans, often deeply immersed in digital art and production, resonated with the campaign. By focusing on Miku, Sony didn’t just sell phones. They captured the imagination of an entire creative community.
- Cultural Sophistication
Using “3939” as a nod to Japanese phonetics and Miku’s identity demonstrated Sony’s cultural awareness. Marketing that speaks to cultural values often strikes a chord, and this campaign was no exception.
- Immersive Presentation
From stunning visuals to expertly composed music, Experia Files 3939 leveraged artistic depth to promote a product designed for artistic creators, strengthening the overall branding impact.
Behind the Scenes in Marketing Campaigns Like 3939
Producing marketing campaigns of this calibre requires meticulous planning and creative boldness. While the exact workflow for Experia Files 3939 might be proprietary, here’s what the behind-the-scenes process likely involved.
Key Steps in the Process
- Identifying the Target Audience
Sony Mobile Communications aimed to captivate smartphone buyers and a younger, tech-savvy audience passionate about digital art and creativity.
- Concept Development
Integrating a renowned global figure like Hatsune Miku meant brainstorming ideas that aligned artfully with her established identity while celebrating Xperia’s innovative features.
- Collaborative Execution
Collaboration between in-house teams, external writers, artists, and video producers ensured that every creative element supported the overarching vision.
- Post-Production Excellence
Every frame and visual nuance is carefully crafted to appeal to Miku fans and Xperia owners.
The Legacy of Experia Files 3939
Experia Files 3939 remains an iconic marketing campaign for several reasons. Firstly, it demonstrated how brands could creatively leverage niche cultural symbols to amplify product visibility. Secondly, it solidified Sony’s reputation as a company that embraces bold, cross-industrial collaborations.
Finally, for fans of Hatsune Miku, the campaign brought their beloved virtual idol to a broader audience, creating a shared experience beyond advertising.
Who Really Wrote Experia Files 3939?
Answering “Who wrote Experia Files 3939?” isn’t straightforward. Marketing campaigns like this involve collaborative efforts from various players, including Sony, Crypton Future Media, and talented creatives. While we may never pinpoint one contributor, Experia Files 3939 reflects the collective ingenuity of technology leaders, content creators, marketers, and artists joining forces.
Conclusion
Several years later, Experia Files 3939 is a testament to how brands can approach experiential marketing thoughtfully. By prioritizing creativity, cultural relevance, and collaboration, Sony showcased its product while telling an engaging, immersive story that continues to inspire and captivate.
If you’re a tech enthusiast, whether drawn to sophisticated hardware like Xperia phones or the boundless possibilities of digital imagination, you’ll appreciate the lessons from this unique campaign.
FAQs About Experia Files 3939
Q1: What is Experia Files 3939?
Experia Files 3939 was a promotional campaign by Sony Mobile Communications to showcase the Xperia smartphone range. It featured Hatsune Miku, a globally recognized virtual singer.
Q2: What does “3939” mean?
The number “3939” carries dual meanings. It can phonetically sound like “Miku” in Japanese while also translating to “thank you,” tying the campaign to Hatsune Miku and her fans.
Q3: Who created Experia Files 3939?
Experia Files 3939 was created through a collaborative effort involving Sony Mobile Communications, Crypton Future Media, and talented individuals like music producer Tilt-Six.
Q4: Why was Hatsune Miku chosen for the campaign?
Hatsune Miku was chosen due to her massive global fanbase and status as a cultural symbol of digital creativity, aligning perfectly with Xperia’s image.
Q5: What made Experia Files 3939 unique?
Its combination of cutting-edge technology, creative storytelling, and a cultural phenomenon set it apart. It went beyond traditional advertisements, creating an immersive digital experience.