2011 Winners & Shortlists

Results and Effectiveness

The campaign was live for 3 weeks & registered high engagement levels. The microsite quickly achieved 80,225 visitors; 68,860 unique visitors; 293,186 page views with an average time spent of approximately 7 minutes. There were a total of 849 video uploads; 1,869 video ratings; 1,457 share requests & 132,007 video views. The overall display campaign generated over 15,584,825 impressions & 113,539 clicks.

Creative Execution

To allow the target audience to experience capturing their ideas and experiences and realize them into infinite creative possibilities, a digital platform was created that truly fulfills Sony Ericsson’s promise as the brand that makes people smile. On this microsite, the digital junkies could interact with the phone, upload videos they’ve taken, view videos uploaded by others, rate all videos, share this experience with their friends & finally get a chance to win a Vivaz. There were 3 categories under which videos had to be uploaded: Life, Comedy & From the Wild. 3 sets of promos were created & aired on Fox Movies (Life Category), Fox Series (Comedy Category) & Nat Geo Abu Dhabi (From the Wild category) promoting the microsite & encouraging people to upload & become their own “movie directors”.

Insights, Strategy and the Idea

The aim was to build awareness & generate trials for Vivaz – a new handset that is unique in design & functionality and the first in Sony Ericsson’s roadmap enforcing The Communications Entertainment brand. Vivaz was catering to Digital Junkies who thrive on connecting with others. They are adventurous, curious & generous, discovering, documenting & sharing new experiences. They enrich social connections by making communication fresh & entertaining. They are always connected & communicating, anywhere & everywhere. Insight to Idea: “Life is rich and fast, packed with infinite possibilities – I want to be able to realize my ideas the moment I have them, wherever I am.” Vivaz lets users catch & control their experiences, turn them into entertainment & share them with the world in real life HD, leading to the creative idea: CATCH LIFE – ALL IN HD VIDEO.