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HeyHuman

Core disciplines: Brand Activation, Brand strategy, Integrated marketing, Social

 

KEY BEHAVIOUR

Get people to consider Sony’s new
Xperia handsets when shopping for a mobile.



KEY BEHAVIOUR & COMPARISON

Key Barrier: Apathy meant that, rather than shop around, there was a tendency to just purchase
the known market-leader, Apple, or the highly
advertised Samsung.

Key Comparison: First Direct, which successfully
moved away from a focus on the technicalities of banking
to bemore human-centric as a service provider.

 

THE CREATIVE IDEA

Sony Xperia: #gothedistance

We got Xperia to stand out from the crowd as ‘a phone for me’ by showing people the relevance
of its advanced technology to their everyday needs and interests.

Dramatising how the Xperia can enhance people’s lifestyles, Olympian brothers Jonny and
Alistair Brownleecompared their own human endurance to the phone’s extended battery life,
in a series of ‘Go the Distance’ online films.

 

THE RESULTS

#gothedistance outperformed in terms of sharing on social media by 50%

Online views reached more than 7.4 million people – 120% above our target

More than 1.14 million people engaged with the campaign – 57% over target


Sony Mobile fought off competition from the likes of LG and HTC to firmly cement itself
as the obvious third choice,against an overall decline in sales across the mobile market.


 

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