2011 Winners & Shortlists

Results and Effectiveness

4 weeks later and 4 very long stories to show for it, the microsite had 32,783 visitors; 28,818 unique visitors; 107,641 page views with an average time spent of approximately 4 minutes. There were 3,438 participants that posted 34,427 lines & a total of 6,458,743 sharing requests made. The third week story had a total of 622 unique users posting lines within 24hours which was just shy of the Guinness World record at 720 users The overall display campaign generated over 12,424,221 impressions & 21,837 clicks.

Creative Execution

Given the importance of self expression & passion to create and share, a digital platform (microsite) was created where the digital junkies could engage with the Xperia brand, interact with the phone’s features, create freely, share this experience with their friends & get a chance to win an X10. Traffic was driven to the microsite through display ads on leading community, entertainment & news portals. On the microsite the beginning of a story was posted every week, inspired by one of the features of X10. Registered users would expand on the story by posting one line at a time. They are awarded points for posting a line & points for sharing it among friends. The user with most points at the end of the week wins an X10. Hence creating the longest online story.

Insights, Strategy and the Idea

Aim: Create awareness for Xperia X10 – Sony Ericsson’s first Android smartphone. Establish SE as The Communication Entertainment brand. Encourage trial amongst ‘Digital Entertainment Junkies’. As early adopting netizens, they are more passionate and expressive. Content acquisition/generation is at the heart of the mobile handset experience (2nd to Apps). They buy into the software as it enables them to do the things they love. Ability to capture and share life is key. Life is rich and fast, packed with unlimited possibilities for self expression, to capture and create freely. This led to the creative idea: CATCH LIFE. X10 allows me to spontaneously catch all my life experiences and share them with others.