MY NAME IS FRED by Tiempo BBDO for Sony

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MY NAME IS FRED

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Industry Photo & Video Cameras, Accessories
Media Direct marketing
Market Spain
Agency Tiempo BBDO
Creative Director Tomas Ferrandiz
Art Director Jaume Leis
Copywriter Alber Fernandez
Producer Marc Gardeta
Account Supervisor Rosa B Roy
Released November 2010

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: SONY ELECTRONICS
Product/Service: VIDEO CAMERA
Agency: TIEMPO BBDO
Date of First Appearance: Nov 3 2010
Entrant Company: TIEMPO BBDO, Barcelona, SPAIN
Partner / Chief Creative Officer: Siscu Molina (Tiempo BBDO)
Creative Director: Tomas Ferrandiz (Tiempo BBDO)
Copywriter: Alber Fernandez (Tiempo BBDO)
Art Director: Jaume Leis (Tiempo BBDO)
TV Production Manager: Anna Morell (Tiempo BBDO)
Account Supervisor: Rosa B Roy (Tiempo BBDO)
Producer: Marc Gardeta (Petra Garmon)
Filmmaker: Arnau Montanyes (Petra Garmon)
Community Manager: Ida Vega (Freelance)
Communication Manager: Jorge Gallego (Sony)
Digital & Social Media Manager: Antonio Poyato (Sony)
Customer Experience: Mariló Romero (Sony)
Strategy & Communication General Manager: Julio Paredes (Tiempo BBDO)
Media placement: Blog & Content (Photos, Videos) - INTERNET - 7 November 2010
Media placement: Facebook Fan Page & App - INTERNET - 7 November 2010
Media placement: Teaser Video For Bloggers - INTERNET - 7 November 2010
Media placement: Teaser Emailing For TV Show Presenters - INTERNET - 7 November 2010
Media placement: Videoclip - INTERNET - 7 November 2010

Describe the brief/objective of the direct campaign.
New Bloggie Touch, a camera notable for its simplicity, providing a fast and easy way to share videos online (even in HD).

Its integrated software, which automatically connects the user to their profile on different social networks, and its compact, innovative design, which invites you to carry it with you everywhere, makes it the ideal accessory for bloggers and advanced users of social networking sites.

Objective: To introduce the new Sony Bloggie Touch to bloggers and heavy users of social networking sites. The product is aimed at a very specific target audience and has a very tight media budget.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Given the affinity between the target audience’s 2.0 pace of life and that of the product, best way of introducing the new Bloggie Touch would be to demonstrate its features and capabilities or, in other words, see it in action.

Fred, a trendy guy who, in his attempt to be the coolest blogger around, recorded and shared a video every 20 minutes during 12 hours.

Objective: In only 12 days, to attract bloggers and top users who would expand the campaign. Fred got the campaign activity started by contacting 6 of the biggest bloggers in Spain.

Explain why the creative execution was relevant to the product or service.
As a platform we used the medium in which our potential consumers ‘live’, interacting with their opinion leaders and putting our product to the test. We made the campaign a live demonstration of the features and advantages of the new Sony Bloggie Touch.

The idea was similar to the company itself, Sony being an innovative and modern brand which seeks to increase the interaction between users and potential consumers and the company and its products. The action would enable users to have direct contact with its product and to try it out.

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.
In just two weeks, Sony Bloggie was getting massive attention in the blogosphere and on social networks. With a presence on more than 150 blogs. 200,000 hits with a specific target. Thousands of interactions on Facebook and Twitter. And more than 52,000 visits to the blog.