CALENDAR by Marcel Paris for Sony

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CALENDAR

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Industry Retail, Distribution & Rental companies
Media Print, Magazine & Newspaper
Market France
Agency Marcel Paris
Executive Creative Director Emmanuel Lalleve, Florent Imbert
Art Director Thibault Choquel
Copywriter Filipe Vilas-Boas
Account Supervisor Blandine Mercier
Strategic Planner Nicolas Levy
Released January 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: SONY
Product/Service: SONY STORE / PARIS
Agency: MARCEL
Executive Creative Director: Florent Imbert (Marcel)
Executive Creative Director: Emmanuel Lalleve (Marcel)
Art Director: Thibault Choquel (Marcel)
Copywriter: Filipe Vilas-Boas (Marcel)
Account Supervisor: Blandine Mercier (Marcel)
Strategic Planner: Nicolas Lévy (Marcel)
Account Manager: Laureline Levy (Marcel)
Advertiser's Supervisor: Alexandre Assous (Sony)
Technical Supervisor: Louis Da Silva (Marcel)
Technical Director: François Rochet (Marcel)
Developer: Lucia Barroso (Marcel)
Head Of R&D: Laurent Berthelot (Marcel)
Media placement: Temporary Event - SONY STORE PARIS - 01/12/2011

Describe the objective of the promotion.
The objective was to do something very locally that would have the potential to interest people and reach them even if they couldn’t get to the store. A local event that would make you want to learn more. Hence the key objectives were not just to drive people to the store for Christmas, but also the general awareness of the store throughout France and the volume of earned media that the event would generate on digital touchpoints.

Describe how the promotion developed from concept to implementation.
Early in the strategic process we found out that mobiles should play an important role in the idea since it would allow people that would come to the store to share their experience with their network, hence multiplying the number of people reached by the operation. The creatives came up with the idea to turn the store itself into a giant Christmas calendar with one of the windows being interactive so you could flash the QR Code on it and find your present behind it, just like with a real Christmas calendar. The only thing we were asking you was to share your location to retrieve your present, so all your network as well would know about the Sony Store!

Explain why the method of promotion was most relevant to the product or service.
The combination of in-store promotion that you could trigger by sharing your location with your mobile was the best way to answer the brief’s double objective of traffic and awareness without advantaging one over the other. The store itself looked great enough to attract people to the Christmas offers, we had presents for everyone, and everyone was more than happy to share the informations about the store with their network.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The results :
During the 24 days of the operation, one person entered the store every 6 minutes during opening hours, an average of 3 times the usual Christmas in store traffic, among them 75% of 18-35 year-olds which is the store’s bullseye target.
People opening the digital windows of the store generated 2,500 check-ins and shares on Facebook during the operation. Those 2,500 shares generated more than 100,000 impressions about the Sony Store on their network’ s news-feeds.