2013 Winners & Shortlists

SAY IT LIKE BOND

Short List
BrandSONY
Product/ServiceXPERIA ION
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryBEST USE OF LIVE EVENTS, STUNTS AND OR CELEBRITY ENDORSEMENT
Entrant Company FP7/DXB Dubai, UNITED ARAB EMIRATES
Advertising Agency FP7/DXB Dubai, UNITED ARAB EMIRATES

The Campaign

The movie ‘Skyfall' featured James Bond using the Sony Xperia Ion. Our brief: Generate excitement amongst existing and potential customers. The strategy: Get people to see how the new Sony Xperia ion phone has advanced technology. Change the mindset of people from believing that Sony phones are less ‘cool’ to it is the new big thing. Insight: James Bond has always been associated with advanced technology. The kind that the new Sony Xperia ion has to offer. And every Bond fan has at one time or another uttered the line – “The name is Bond, James Bond”. Execution: The ‘Say It Like Bond’ challenge. We let participants live a part of their Bond fantasy – starting a Bond car using their phone and voice. We combined a London phone box, 4000 meters of cabling, a 2012 Aston Martin DBS, 6 computers, Arduino technology and a voice analytics engine, which was builtinto an app on the phone. Participant(s) had to say "The name is Bond, James Bond" and if their impression matched Daniel Craig's to 95% or more, it wirelessly unlocked the doors and started the engine of the Aston Martin. Outcome: The activation created a lot of word of mouth and turned Xperia ion into Bond’s phone. People interacted with the phone and in just 10 days, we had 5,217 participants and 43 winners. By the end of the activation, Sony Stores registered a 60% increase in footfall and a 30% increase in sales of the phone.

The Brief

The Target audience - people of age 20 and above. The objective was to get people excited and talking about the new Sony Xperia ion as the phone that is used by James Bond.

Results

In just 10 days, "The name is Bond, James Bond" was said 5,217 times by individual cinemagoers who grabbed the chance to live a part of their Bond fantasy. And 43 superb Bond impersonators managed to unlock and start the Aston's engine. Winners were given a Sony Xperia ion phone and a racetrack driving experience in the Aston Martin. By the end of the 10 days, Sony Stores in the Mall of the Emirates had registered a 60% increase in footfall and more importantly a 30% increase in sales of the phone.

Execution

The activation took place according to plan in Mall of the Emirates, Dubai from November 1,2012 to November 10, 2012. For this campaign, we needed a state-of-the-art mobile app that would function as a voice analytics engine. We set out to create the app that would then compare the participant(s) voice against Daniel Craig’s. Next, we created a mechanical arm that would function wirelessly with the help of Arduino technology to start the car. To create the perfect experience, we also built a Black telephone booth. One Aston Martin, 4000 metres of cabling, 6 computers and infinite test runs later, we were set to go. We also employed print, BTL and social media to drive people to the activation stand. Separate TVCs and cinema reels demonstrated the features of the phone.

The Situation

On October 26, 2012, James Bond’s new movie ‘Skyfall’ landed in Dubai. In the film, Daniel Craig can be seen using the latest Sony Xperia Ion phone. We were briefed to generate excitement around Sony's sponsorship of the film, its new flagship phone, and develop an experiential idea to capture the cinemagoer's attention at the Mall of the Emirates, Dubai.

The Strategy

For this campaign, we needed a state-of-the-art mobile app that would function as a voice analytics engine. We set out to create the app that would then compare the participant(s) voice against Daniel Craig’s. Next, we created a mechanical arm that would function wirelessly with the help of Arduino technology to start the car. To create the perfect experience, we also built a Black telephone booth. One Aston Martin, 4000 metres of cabling, 6 computers and infinite test runs later, we were set to go. We also employed print, BTL and social media to drive people to the activation stand. Separate TVCs and cinema reels demonstrated the features of the phone.

Credits

Name Company Role
Paul Banham FP7/DXB Executive Creative Director
Sajesh Pudussery FP7/DXB Art Director
Alok Mohan FP7/DXB Copywriter
Clarisse Mar Wai May FP7/DXB Integrated Producer
Ryan Atkinson FP7/DXB Head of Design
Maroun Bakhos FP7/DXB Account Director
Alston D’sa FP7/DXB Account Manager
Khaled Hamza FP7/DXB Production Manager
Martin Yofre Momentum Mena Business Director
Sooraj T R Momentum Mena Senior Technical Lead
Uday Desai Momentum Mena Senior Technical Lead
Pankaj Nainwal Momentum Mena Senior Technical Lead
Kate Frame Momentum Mena Event Manager
Spyros Gousetis Sony Mobile Communications Director Marketing
Gita Ghaemmaghami Sony Mobile Communications Marcom Manager