Sony Xperia wanted to demonstrate the versatility of the Z3 ‘I CAN’ series across both the male and female portfolio. They wanted to reach 70k users over an eight-week period, ultimately to drive sales.
What we did
In order to push a strong message without making it entirely product-driven, we allowed staff members across both the male and female portfolio to create editorial content using the device. This included recording a song with an up-and-coming band to create content in line with ShortList music editorial, putting the phone through a ‘Tough Mudder’ obstacle course to speak to our adventure-seeking audience and using it to collect holiday photos on a weekend in Dublin in a first-person travel feature for Stylist.
What we achieved
Through a mixture of storytelling, user reward and tactical product positioning we demonstrated how easily the functionalities of the phone could be incorporated into everyday life. We delivered well above the projected metrics for both unique engagements and video views.