{"id":8968,"date":"2026-10-01T08:59:15","date_gmt":"2026-10-01T01:59:15","guid":{"rendered":"https:\/\/rightmedia.vn\/?p=8968"},"modified":"2026-10-01T11:56:43","modified_gmt":"2026-10-01T04:56:43","slug":"du-an-series-viral-clip-chuyen-nha-so-ny-sony","status":"publish","type":"post","link":"https:\/\/rightmedia.vn\/en\/sony-project-series-viral-clip-moving-house\/","title":{"rendered":"Viral clip series project: Stories from the SONY Family | SONY Vietnam"},"content":{"rendered":"
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SONY Vietnam has chosen Right Media to co-produce a viral family sitcom series titled "The SONY Family Story." This article provides a detailed case study analysis of this viral series \u2013 from the brand's challenge and the creation of a fixed trio of characters to the production process of the six episodes and how the product is integrated into everyday situations.<\/strong><\/p>\n

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Watch the project video here: The Mysterious Black Box | SONY x Right Media<\/a><\/em><\/strong><\/p>\n<\/blockquote>\n

Customer requirements<\/strong><\/h2>\n

SONY Vietnam needed a long-term social media content strategy for its home audio and entertainment product line. Unlike 30-second TV commercials that are played once and then forgotten, the brand wanted viewers to return for the next episode. This is why a series of viral clips was chosen instead of disjointed clips.<\/p>\n

The content needs to keep viewers engaged across multiple episodes.<\/h3>\n

The first requirement is that the content must be coherent. Viewers must remember the characters, setting, and tone of voice after each episode in order to find the next one. This forces the production team to design a stable "world" rather than just writing separate scripts.<\/p>\n

The product appears naturally, without disrupting the emotional flow.<\/h3>\n

Sony speakers and headphones should be present as part of everyday family life \u2013 something that triggers or resolves humorous situations \u2013 not as a product close-up inserted into a movie.<\/p>\n

Short duration for social media platforms<\/h3>\n

Each episode should be between one and two minutes long, enough to tell a complete story while still fitting the browsing habits of Facebook and YouTube users.<\/p>\n

A warm, family-like atmosphere in Vietnam.<\/h3>\n

The setting, dialogue, and costumes must reflect Vietnamese life \u2013 a living room with a sofa, a children's study desk, red couplets, and a plum blossom branch during Tet (Vietnamese New Year).<\/p>\n

Right Media's solution for viral clip series<\/strong><\/h2>\n

Right Media proposed creating a sitcom under the brand name "The SO-NY Family Story" \u2013 a direct play on words from the SONY brand, split into two syllables to name two characters in the family.<\/p>\n

1. A fixed trio of characters instead of actors playing individual roles.<\/h3>\n

Instead of a different cast for each episode, the team designed three recurring characters: Ny's mother<\/strong>, Three SO<\/strong> and Baby Cam<\/strong>Taken together, "SO" and "NY" are the brand names. This is how the brand is integrated into the storytelling structure: the audience cannot mention the character's name without also mentioning SONY.<\/p>\n

This trio also accurately reflects the household structure that the home audio product line targets \u2013 with adults, children, and a shared need for entertainment in the living room.<\/p>\n

2. Each episode presents an everyday situation with a plot twist.<\/h3>\n

The six episodes are written around six familiar household situations, each with a small misunderstanding or surprise as the plot twist:<\/p>\n