W995 MOBILE PHONE: "SPOOFING THE STARS OF US TV" Promo / PR Ad by Arthur Schlovsky

Category: Best Use of Online Advertising
Advertiser: SONY ERICSSON
Product/Service: W995 MOBILE PHONE
Agency: ARTHUR SCHLOVSKY
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: MEC FRANCE, Paris, FRANCE
Entry URL: http://www.sonyericsson.com/w995series/
Creative Director: Hugues Cholez (Arthur Schlovsky)
Creative Director: Franck Botbol (Arthur Schlovsky)
Director: Adrien Armanet (Arthur Schlovsky)
Art Director: Mathieu Lopato (Arthur Schlovsky)
Account Director: Marion Lemoine (MEC)
Account Manager: Stéphanie Jolivot (MEC)
Account Director: Paul Leperchey (MEC)
Executive Producer: Cedric Barus (Caporal Films)
Executive Producer: Philippe Savine (Caporal Films)
Media placement: OOH - 2 x posters - 1 June 2009
Media placement: Search/Series keyword search redirect - Dailymotion - 1 June 2009
Media placement: Online/Banners x 12 - Dailymotion - 1 June 2009
Media placement: Online/Banners x 4 - YouTube - 1 June 2009
Media placement: Online/Banners x 12 - Google - 1 June 2009
Media placement: Online/Banners x 12 - MSN - 1 June 2009

Results and Effectiveness
Our website was visited nearly 130,000 times, the films were watched 370,934 times at Dailymotion – one of our key online video partners – alone and bloggers provided 71,566 more views. We delivered 147 million page impressions in total. Sales were 40% ahead of target.

Creative Execution
We created two high quality films, imaging what episodes of Heroes and CSI – series that have already inspired poor quality French remakes – might look like if they had been made for French TV. Our message was “The worst of TV is here… the best is embedded in the Sony Ericsson W995”. Then we created a two-pronged approach designed to firstly distribute the content widely and secondly to drive consumers to our website. We targeted sites where our audience illegally watched US series such as Dexter, Heroes and Lost, using a search to inform them that what they were trying to do was illegal and redirecting them to our site. We reached out to the top legal online video sites, placing our content there while digital PR provided placement blogger destinations.

Insights, Strategy & the Idea
Sony Ericsson’s new W995 offers an amazing video watching experience. So much so it’s like a mini TV. To take advantage the phone comes embedded with episodes of Lost and Grey’s Anatomy. Our target audience loves US TV shows, watching them legally on TV networks and illegally via peer-to-peer networks. By contrast French TV is poor quality. With low production budgets, the scripts are less believable, the sets less solid and the special effects, well less special. Our strategy was to play on this contrast, creating content that would play on the poor quality of home grown drama to highlight the great shows included with every W995 handset. The new content would drive our target audience to our site, video-sharing platforms and the blogger sites where we had seeded it.