1. The story… Our strategy…
Campaign Summary
Campaign Summary Research and Insights
Research and Insights
Sony Mobile is the 10th most socially engaged brand in India, according to a Nielsen
Sony Mobile is the 10th most socially engaged brand in India, according to a Nielsen Desktop research and social media analysis, including listening to and monitoring
McKinsey survey. This is due to the performance of the Sony Mobile India Facebook Desktop research and social media analysis, including listening to and monitoring
McKinsey survey. This is due to the performance of the Sony Mobile India Facebook communities and conversations, gave us the insights required to design our strategy.
communities and conversations, gave us the insights required to design our strategy.
page, which gained 800,000 fans in eight months with consistently increasing
page, which gained 800,000 fans in eight months with consistently increasing We found perceptions of Sony as a youthful brand with music and sound quality being
We found perceptions of Sony as a youthful brand with music and sound quality being
engagement levels.
engagement levels. the unique selling points of its smartphones amongst the target audience. It also
the unique selling points of its smartphones amongst the target audience. It also
We achieved this through a series of campaigns, tightly integrated with Sony’s
We achieved this through a series of campaigns, tightly integrated with Sony’s revealed peer-to-peer recommendations as one of the prime drivers of smartphone
revealed peer-to-peer recommendations as one of the prime drivers of smartphone
smartphone launch calendar. The audience was carefully selected and targeted
smartphone launch calendar. The audience was carefully selected and targeted purchase decisions.
purchase decisions.
through contests appealing to specific groups. Our campaigns included
through contests appealing to specific groups. Our campaigns included We identified 13- to 25-year-olds as the key target for Sony smartphones based on our
We identified 13- to 25-year-olds as the key target for Sony smartphones based on our
crowdsourced phone reviews, theme-based photographs, dance choreography and
crowdsourced phone reviews, theme-based photographs, dance choreography and analysis and started building our campaign on channels frequented by this audience.
quizzes. Designed to be viral, each contest brought a large number of viewers and analysis and started building our campaign on channels frequented by this audience.
quizzes. Designed to be viral, each contest brought a large number of viewers and The platforms we chose for Sony Mobile were Facebook and YouTube. Our research also
The platforms we chose for Sony Mobile were Facebook and YouTube. Our research also
fans to the page.
fans to the page. showed sound quality and looks as the attributes most appealing to the target group.
showed sound quality and looks as the attributes most appealing to the target group.
Sony Mobile India now has 1.3 million fans, second only to Samsung Mobile India.
Sony Mobile India now has 1.3 million fans, second only to Samsung Mobile India.
Strategy
Strategy
Drawing on our research, we crafted a strategy that reflected ‘vibrancy and youth’ and
Drawing on our research, we crafted a strategy that reflected ‘vibrancy and youth’ and
Campaign Brief: Challenges and Objectives
Campaign Brief: Challenges and Objectives focused on engaging audiences through an integrated programme that straddled social
focused on engaging audiences through an integrated programme that straddled social
The Indian smartphone market is crowded and competitive; Sony Mobile competes
The Indian smartphone market is crowded and competitive; Sony Mobile competes media, TV commercials and product launches.
media, TV commercials and product launches.
with Samsung, HTC and Blackberry. Our brief was simple: raise awareness of Sony
with Samsung, HTC and Blackberry. Our brief was simple: raise awareness of Sony
Ericsson as the smartphone of choice amongst Indian youth, leveraging the Our campaign was focused on showcasing two specific phone attributes – sound quality
Our campaign was focused on showcasing two specific phone attributes – sound quality
Ericsson as the smartphone of choice amongst Indian youth, leveraging the and stylish looks ..We used a series of contests, quizzes and crowdsourced content to
Facebook page. Our objectives were to grow the fan base and engagement. and stylish looks We used a series of contests, quizzes and crowdsourced content to
Facebook page. Our objectives were to grow the fan base and engagement. generate widespread awareness and engagement on social platforms. We collaborated
generate widespread awareness and engagement on social platforms. We collaborated
During the year, Sony bought out Ericsson’s stake in the joint venture and the
During the year, Sony bought out Ericsson’s stake in the joint venture and the with Shiamak Davar, India’s best-known choreographer and youth icon, for a dance
with Shiamak Davar, India’s best-known choreographer and youth icon, for a dance
company was renamed Sony Mobile India. Our objective was to make the target
company was renamed Sony Mobile India. Our objective was to make the target contest and are now extending the association to a college-level ground activation.
contest and are now extending the association to a college-level ground activation.
audience aware of this change and facilitate a smooth brand transition.
audience aware of this change and facilitate a smooth brand transition.
We leveraged existing Sony relationships, using popular products like Bravia TVs and
We leveraged existing Sony relationships, using popular products like Bravia TVs and
Our objective evolved to become tactical in supporting product launches and driving
Our objective evolved to become tactical in supporting product launches and driving sound accessories, as rewards and using a Sony Pictures association with ‘Spiderman’
sound accessories, as rewards and using a Sony Pictures association with ‘Spiderman’
sales through online programmes.
sales through online programmes. for a mini contest giving away Spiderman merchandise.
for a mini contest giving away Spiderman merchandise.
Our content strategy was to co-create maximum content through fans using contests.
Our content strategy was to co-create maximum content through fans using contests.
We ensured high levels of participation and engagement by sharing examples of what
We ensured high levels of participation and engagement by sharing examples of what
we were looking for, be it photo or video contests.
we were looking for, be it photo or video contests.
CONFIDENTIAL – Not authorized for public distribution Objectives are listed on next page
©2011

2. “We targeted six months to reach a million fans and almost got there. The agency worked closely with our marketing team
and as an integral part of our organisation. That is special. They helped grow our influence and connect with our digital
unpaid army, and were happy to stretch to new assignments with an open mind and great energy. This is something I value
in a business partner.” - P Balaji, MD, Sony Mobile India
How we did it… What we achieved…
For a company in one of the hottest consumer markets in India ––the mobile phone, it
For a company in one of the hottest consumer markets in India the mobile phone, it We collaborate with Sony Mobile and advise them both on strategic approaches and
We collaborate with Sony Mobile and advise them both on strategic approaches and
was important to have a digital program closely aligned to the global and local sales and
was important to have a digital program closely aligned to the global and local sales and
marketing teams of Sony mobile. It was also necessary to have competitive intelligence. market development for products,, and also at the tactical operational level for BTL
market development for products,, and also at the tactical operational level for BTL
marketing teams of Sony mobile. It was also necessary to have competitive intelligence.
activation campaigns. Sony Highlights from our campaign include --
activation campaigns. Sony Highlights from our campaign include
As a result, we had the capabilities to seamlessly execute campaigns in tandem with
As a result, we had the capabilities to seamlessly execute campaigns in tandem with
new product launches on multiple social platforms. Our intelligence tools measured up
new product launches on multiple social platforms. Our intelligence tools measured up ••Xperia S sales targets were met within three days.
Xperia S sales targets were met within three days.
Sony’s competitors and we planted the roots for a 360 degree Social Customer
Sony’s competitors and we planted the roots for a 360 degree Social Customer
Relationship Management and a capability for social commerce
Relationship Management and a capability for social commerce
••The number of fans for Sony Mobile India quadrupled from over 500,000 to over 2
The number of fans for Sony Mobile India quadrupled from over 500,000 to over 2
We first created a Facebook app that asked users for written and video reviews of Sony
We first created a Facebook app that asked users for written and video reviews of Sony million within twelve months of managing the Facebook page.
Mobile smartphones. This showcased the recommendations of technology enthusiasts so million within twelve months of managing the Facebook page.
Mobile smartphones. This showcased the recommendations of technology enthusiasts so
that actionable changes to the product marketing and design teams, straight from the
that actionable changes to the product marketing and design teams, straight from the
fans, could be made. ••Sony Mobile was recognised as the 10th most popular brand on social media in India
Sony Mobile was recognised as the 10th most popular brand on social media in India
fans, could be made.
by NM Incite, a joint venture by Nielsen and McKinsey & Co.
by NM Incite, a joint venture by Nielsen and McKinsey & Co.
Our second campaign, was for Sony Mobile’s Arclight smartphone, which embodies
Our second campaign, was for Sony Mobile’s Arclight smartphone, which embodies
superior design, feel and look. We launched a Sony Mobile Arclight ‘LookBook’
superior design, feel and look. We launched a Sony Mobile Arclight ‘LookBook’
competition for Facebook fans and asked them to send stylish images of themselves to ••We delivered 95 million+ impressions and reached 35 million users within the first
We delivered 95 million+ impressions and reached 35 million users within the first
competition for Facebook fans and asked them to send stylish images of themselves to
feature in an official album to be launched on Facebook.
feature in an official album to be launched on Facebook.
eight months of managing the Facebook page.
eight months of managing the Facebook page.
Our third campaign, for the Live With Walkman smartphone, ideal for music lovers,
Our third campaign, for the Live With Walkman smartphone, ideal for music lovers, ••We engaged 600,000 non-fans, and added 2,000+ fans every day with over 10,000
began with featuring an upcoming TV commercial featuring a celebrity. The TVC We engaged 600,000 non-fans, and added 2,000+ fans every day with over 10,000
began with featuring an upcoming TV commercial featuring a celebrity. The TVC stories created around posts each day.
featured the facebook page, making it a truly cross-media promotion. It resulted in a
featured the facebook page, making it a truly cross-media promotion. It resulted in a stories created around posts each day.
second competition ––one of the largest online dance video contests, ‘Go Thump! Live
second competition one of the largest online dance video contests, ‘Go Thump! Live
With Walkman’. Users were asked to upload videos of dances to be judged by Shiamak.
With Walkman’. Users were asked to upload videos of dances to be judged by Shiamak. ••The viral effect of more than 1,000 dance videos brought more than 1,300 people
The viral effect of more than 1,000 dance videos brought more than 1,300 people
Contestants were asked to dance to the music of the commercial for their video, and an
Contestants were asked to dance to the music of the commercial for their video, and an every day to the Sony Mobile India Facebook page and subscribers to the associated
app on Facebook populated a specially-created YouTube channel for Sony Ericsson in
every day to the Sony Mobile India Facebook page and subscribers to the associated
app on Facebook populated a specially-created YouTube channel for Sony Ericsson in YouTube channel.
India. YouTube channel.
India.
For the flagship Sony Mobile Xperia S launch, we supported the events by leveraging the
For the flagship Sony Mobile Xperia S launch, we supported the events by leveraging the •• The Spiderman quiz had 5,000 registrations and more than 26,000 answers in the
The Spiderman quiz had 5,000 registrations and more than 26,000 answers in the
audiences on existing platforms. We livestreamed all three launch events on Facebook,
audiences on existing platforms. We livestreamed all three launch events on Facebook, four days it was open.
bringing hundreds more to the launch virtually. four days it was open.
bringing hundreds more to the launch virtually.
Our next campaign, ‘Get Shorty’, is currently running for the Xperia U smartphone,
Our next campaign, ‘Get Shorty’, is currently running for the Xperia U smartphone, This is an award winning campaign because….
This is an award winning campaign because….
which allows users to change the colour and appearance of the lower portion of the
which allows users to change the colour and appearance of the lower portion of the Our campaigns, while focused on the target group, cut across the technology
Our campaigns, while focused on the target group, cut across the technology
phone. Our campaign asks users to upload photos showcasing their true colours,
phone. Our campaign asks users to upload photos showcasing their true colours, adoption spectrum – from early adopters to laggards. Our ability to showcase
following which an app analyses the pictures to give the person’s true colour. We adoption spectrum – from early adopters to laggards. Our ability to showcase
following which an app analyses the pictures to give the person’s true colour. We specific elements of each phone and tie them back to the core campaign plan
coupled this campaign with a Spiderman Trivia quiz, timed to coincide with the release
coupled this campaign with a Spiderman Trivia quiz, timed to coincide with the release specific elements of each phone and tie them back to the core campaign plan
of ‘Spiderman-3’, and gave away Xperia U smartphones to winners along with Spiderman allowed the community to identify with all Sony Mobile products. Our individual
allowed the community to identify with all Sony Mobile products. Our individual
of ‘Spiderman-3’, and gave away Xperia U smartphones to winners along with Spiderman
merchandise.
merchandise. transmedia campaigns, while addressing product-specific target groups, combined
transmedia campaigns, while addressing product-specific target groups, combined
to activate, engage and grow the fan base as a seamless social media story.
to activate, engage and grow the fan base as a seamless social media story.
CONFIDENTIAL – Not authorized for public distribution Objectives are listed on next page
©2011