The movie ‘Skyfall' featured James Bond using the Sony Xperia Ion.
Our brief: Generate excitement amongst existing and potential customers.
The strategy: Get existing customers and potential customers to see how the new Sony Xperia ion phone has advanced technology. Change the mindset of people from believing that Sony phones were less ‘cool’ to it is the new big thing.
Creative Execution
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 famous line – “The name is Bond, James Bond”.
We combined these insights to create an exciting interactive game - The ‘Say It Like Bond’ challenge.
The idea showcased the sponsorship and the phone’s technology and allowed the participants to live a part of their Bond fantasy – starting a Bond car using their phone and voice.
Describe the creative solution to the brief/objective.
Our solution 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 built into 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 and in a very 'Bond like way' unlocked the doors and started the engine of the Aston Martin.
Projected response rate: 300 people / day
Desired outcome: Increase in sales and enquiries of the phone.
Results
We employed print, BTL and social media to drive people to the activation stand. Separate TVCs and cinema reels demonstrated the features of the phone.
In just 10 days, "The name is Bond, James Bond" was said 5,217 times by individual cinemagoers. And 43 participants 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. At the end of 10 days, Sony Stores in the Mall of the Emirates registered a 60% increase in footfall and a 30% increase in sales of the phone.