Brand Owner: Sony Ericsson
Date: August 2006 - November 2006
Media Agency: Mediaedge:cia
Other Agencies: Digit
Media Channels: Outdoor
The Sony Ericsson K800i mobile handset had a USP (unique selling proposition) that enabled it to stand out from a raft of me-too mobiles. Its BestPic function lets it take nine pictures at a single press of a button, thereby allowing users to scroll through all the shots and pick the best.
Although this function was part of the traditional campaign launch that encompassed TV, print, out of home and online, the thinking was that making a broad European target audience aware of the functionality might take something a little bit more.
Research showed that consumers regarded the brand as niche and cold. Moreover the creative line, "Never miss a shot," was not successfully conveying the power of the BestPic function.
The solution was a fun brand experience that turned the humble photo booth into a nine-shot wonder. A branded unit traveled to high-traffic locations such as shopping centers and train stations.
The booth had nine 6-foot digital screens in a row and people were asked to jump, dance of just move in front of a high-speed camera that captured nine frames in a second. The results were shown on the screens, printed out on high quality paper and placed online.
Sony Ericsson teams were also on hand to demonstrate the phone and answer questions. Units were set up for a week at a time at each of the 10 destinations.
In total nearly 14,000 people participated in the BestPic demonstration. Each participant spent an average of two to three minutes interacting with the unit and nearly 18,000 people voted for the "BestPic of the day" at the microsite.
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