By OMD UK
When we heard that the new Sony commercial would take 250,000 coloured balls and drop them down a San Francisco hill, we knew it was going to be breath taking and it would need to be.
The creative was to launch Sony’s new High Definition television set, a product for which they charge a twenty percent premium, in an increasingly price-conscious, and undifferentiated market.
Our challenge was restore Sony’s pioneering status, brand leader credentials and to put Sony back at number 1 in terms of leadership in terms of market share through the launch of the Sony BRAVIA TV.
Whilst our budget was healthy, it wouldn’t be sufficient to sustain the epic 90” creative in the busy and expensive run up to Christmas and reach our sales targets. On top of that we had two very distinct target audiences.
The first are Digital Influencers, technology literate consumers who have a disproportionate influence on other consumers because of their knowledge.
The second are more conventional, Entertainment Enthusiasts, upmarket high value consumers who view purchases such as TV’s as lifestyle choice and only want the best of everything.
We adopted a two-tier approach that played on the on the two different audiences attitudes to communication. For Digital Influencers we would do something that no brand had ever done before, we would give away control of our communication to the consumer.
Our strategy was to create hype around Sony’s latest news, delivering footage, edits and imagery on social networking and media sharing sites, so that people could discover the BRAVIA imagery and play with it, forward it and start to feel part of it, before it went on air.
Whilst for Entertainment Enthusiasts we developed a strategy of “Premium Colour Moments”. Here would carefully control their exposure to work; only showcasing the work in the most premium environments, where premium colour delivery could be guaranteed.
In so doing, the Sony BRAVIA campaign merged ‘digital communities’ and classical advertising to great effect.
HYPE: OMD instigated a blog-seeding strategy to reach a highly influential group of ‘Digital Influencers’ and drip fed them exclusive footage and ‘behind the scenes’ content, as well as details on the technical wizardry that went into making this product truly ‘like no other’.
We sustained their interest with a constant stream of valuable content, that included new footage and unseen shots, that kept them returning to the site.
Crucially, we drove consumer interaction with the brand via the blogging community, giving these early adopters a forum to express their opinions and upload and share their own edits of the BRAVIA film.
LAUNCH: As news of the BRAVIA film spread, so anticipation for the launch spot on TV built.
On November 6, BRAVIA took over the entire break of the Manchester United versus Chelsea game on Sky Sports, even taking digital perimeter boards in the game and igniting even more interest for the product, amongst a wider audience of Entertainment Enthusiasts.
OMD went on to showcase the film in channels that amplified its visual impact and delivered upon the strategy of Premium Colour Moments.
On TV we handpicked quality appointment-to-view programming that the audience would engage most with, whilst IMAX cinema screens and special build 96s sites were all selected to bring to life the ‘Colour like no other’ proposition.
For an outlay of just £55k the blogging campaign delivered in excess of 1.8million ad views and linked to more than 17,500 trackable blog posts.
It got the www.bravia-advert.com site to number 1 across Google’s search for BRAVIA terms. Sales started to increase before the ATL campaign went live.
For the ATL campaign the impact of the BRAVIA commercial on popular culture was such that the ‘Heartbeats’ single reached number 9 in the music charts.
The campaign created a massive stir and was picked up by The Sun and The Guardian. Oh and the BRAVIA TV sets had sold out by the third week of the TV campaign, we had to pull the campaign and Sony are now Number 1 in the LCD TV market.
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.