CYBER-SHOT HX5V: "80’’ AROUND THE WORLD IN 80 SECONDS" Promo / PR Ad by Rapp

Category: Other Consumer Products (including Durable Goods)
Advertiser: SONY
Product/Service: CYBER-SHOT HX5V
Agency: RAPP
Date of First Appearance: Mar 31 2010 12:00AM
Entrant Company: RAPP, Paris, FRANCE
Entry URL: http://www.tourdumonde80.fr
Branding content director / Director: Romain Pergeaux (RAPP)
Deputy managing director in charge of the Creation: Damien Frossard (RAPP)
Art Director: Guillaume Paquin (RAPP)
Art Director: Olivier Devillers (RAPP)
Copywriter: Harold Gossard (RAPP)
Photographer / Director: Alex Profit
: Sabina Gros (RAPP)
: Fabien Remise (RAPP)
: Anne-Caroline Poupon (RAPP)
TV Producer: Yaelle Cattan (RAPP)
Managing Director: Stéphane Raoul (RAPP)
Media placement: Web Site - Web - 31/03/2010
Media placement: Platform Video - Web - 31/03/2010
Media placement: Seeding - Web - 31/03/2010

Describe the objective of the promotion.
How do we get people talking about the new compact Cyber-shot HX5V with built-in GPS? How can we support Sony’s new brand positioning? Sony make.believe “anything you imagine can become reality.”

Describe how the promotion developed from concept to implementation
Create a new type of product demonstration: a photographic performance sponsored by Sony. “Around the world in 80 seconds” a stop motion video made with the Cyber-shot HX5V. One trip around the world, 8 cities, 3 weeks, 0 location surveys, 640 photos, 8 images/second, 1 compact camera and a nod to the book “Around the world in 80 days” by Jules Verne. Tempted by the experience? Follow in the footsteps of Alex Profit. At www.tourdumonde80.fr, you too can win your trip round the world with Sony.

Describe the success of the promotion with both client and consumer including some quantifiable results
Went live on 31 March 2010 - More than 1.5 million views on YouTube 3 weeks after launch. - More than 1,000 posts on media websites and blogs. - More than 85,000 tweets and Facebook shares - More than 15 TV appearances on travel and reporting shows (Canal +, France 2, LCI, etc), NHK (Japanese public TV). - 275% of objectives achieved (views + articles + TV coverage) after only 3 weeks. - €750,000 value of media coverage…for €30,000 invested in seeding.

Explain why the method of promotion was most relevant to the product or service
A new type of product demonstration. One that’s very « Sony make.believe ». A groundbreaking photographic performance by photographer Alex Profit, sponsored by Sony. A homage to « Around the world in 80 days » by Jules Verne.