Sony Ericsson Promo, Case study FAIRY TALES COME TRUE by PUBLICUM MEDIA

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Lithuania
Released November 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Date of First Appearance: Nov 7 2009 12:00AM
Entrant Company: PUBLICUM MEDIA, Vilnius , LITHUANIA
Executive Producer: Skaiste Dragunaite (Publicum Media)
Executive Producer: Vladas Litvinas (Publicum Media)
Script Writer: Allan van O.T. Andersen (Freelancer)
Music Director: Simonas Slizys (Freelancer)
3D Graphics: Simas Chomentauskas (Freelancer)
Programming: Bartas Polonskis (Freelancer)
Media placement: Ambient Campaign - Bars, Restaurants, Clubs - 20/10/2009
Media placement: Internet Campaign -; - 20/10/2009
Media placement: Final Event - City Hall - 07/11/2009

Results and Effectiveness
• 10,000 people attended the screening of the 3D projection. • The viral video on YouTube was watched 100,000 times and has the highest possible ratings. • More than 5,000 people became fans on the Facebook profile. • Hundreds of articles and free PR almost tripled the value and the cost of the actual outlet. • More than 120,000 virtual space hoppers created. •Several national TV channels reported about the projection. Information about the show flooded national newspapers, Internet portals and blogs. • Tweets and blog sports appeared in Great Britain, Spain, Baltic countries, Germany, France and many other countries.

Creative Execution
The idea was to create a free public event where a 3D projection film would be shown. Film was projected on the façade of the historic City Hall and was the first time when such a building was used for the purpose of entertainment. The storyline of the film involved all of Sony Ericsson’s new brand elements “space hoppers” that were the main elements that interconnected the whole campaign. The event’s “buzz” started to surface through social media and ambient campaigns two weeks in advance. The ambient campaign came in the form of postcards with the image of the space hopper. The Internet campaign, full of interactive games, painting contests and other activities, was organised within the Facebook profile and the biggest local social portal. In the end, this teaser has unexpectedly become a massive event communication with the street word-of-mouth, which created the image of a cultural, not commercial, show.

Insights, Strategy & the Idea
2009 was the year of the global financial crisis. The crisis has affected Lithuania and has battered the profits of many local and international companies as well. Public consumption has fallen, as well as the general public's lack of positive emotions and inactivity. But this was exactly that time when we had to launch a new Sony Ericsson campaign that would introduce its new gadgets: Aino and Satio phones. Most of the young people, who are our target group, did retain their social energy throughout the crisis. The problem is that there weren't many social events that would interest these stylish, free-minded young adults, who enjoy being a part of the greater society. So, we decided to re-energise the brand with a fresh start, a big human “buzz” and blast event: a unique and never seen before 3D projection.