Brand | SONY |
Product/Service | XPERIA ION |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | BEST USE OF LIVE EVENTS, STUNTS AND OR CELEBRITY ENDORSEMENT |
Entrant Company
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FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
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FP7/DXB Dubai, UNITED ARAB EMIRATES
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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
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 |