Sony Bravia Tv: "LIVE 6 DEGREES" Direct marketing by Rapp

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: SONY
Product/Service: BRAVIA TV
Agency: RAPP
Date of First Appearance: Feb 15 2010 12:00AM
Entrant Company: RAPP, Paris, FRANCE
Entry URL: http://www.live6degrees.com/
Deputy Managing Director in charge of the Creation: Damien Frossard (RAPP)
Branding content director: Romain Pergeaux (RAPP)
Copywriter: Filipe Vilas-Boas (RAPP)
Art Director: Thibault Choquel (RAPP)
TV Producer: Yaelle Cattan (RAPP)
Producer: Philippe Garnier (Blue Film Production)
Director: Francois Nemeta (Blue Film Production)
Directrice Commerciale: Sabina Gros (RAPP)
: Fabien Remise (RAPP)
: Clement Chapillon (RAPP)
: Lionel Gomez (RAPP)
: Johan Berger (RAPP)
Managing Director: Stéphane Raoul (RAPP)
Media placement: Web Site - Web - 15/02/2010
Media placement: Video Competition - Web - 15/03/2010
Media placement: Video Platform - Web - 15/02/2010
Media placement: Event - Sony Style Paris - 01/04/2010

Describe the brief/objective of the direct campaign.
February 2010. Sony prepares the launch of its new BRAVIA range. A TV set tilted 6° for more comfortable viewing. The problem? The competitors launch their new range one month before. Our objective? Occupy territory on the Web in the pre-launch phase.

Explain why the creative execution was relevant to the product or service.
Jürgen is quickly and massively relayed by bloggers. There’s a shower of articles in magazines, blogs, Facebook statuses, and Twitter. He gradually becomes a phenomenon of society. Jürgen ends up attracting the attention of television stations. Like a star, he is even interviewed in cinema programmes. (I-télé, Canal + (Perles sur le Net), LCI (JduNet) then première.fr ) He also appears on a health programme, presented with humour as an anthropologist with a promising future.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea A TV tilted 6° allows optimal viewing. So if we walked with a 6° tilt, would our vision of the world be better? We turned this thought into a new philosophy. And created the character of Jürgen, its first follower. I lean, therefore I am. Jürgen Onderzug. A true star should really meet his fans. A competition invites his fans to dedicate videos to him… One month later, the day of the official launch of the TV, Jürgen invites his thousands of Facebook fans for a happening on the Champs-Elysées and a totally 6° evening bash at the Sony Store. The campaign was advertised via a seeding campaign on blogs and viral film on YouTube.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
With all this free advertising, Jürgen receives nearly a million visits to his site in 3 weeks. Over 2,000,000 views for the report 370,000 results on Google. more than 500 000 € media value. « 6° is a hit ! »