PITCH BLACK by Iris London for Sony Ericsson

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PITCH BLACK

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market United Kingdom
Agency Iris London
Released May 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: SONY ERICSSON UK
Product/Service: MOBILE PHONES
Agency: IRIS
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: IRIS, London, UNITED KINGDOM
Managing Director Iris Events: Henry Scotland (Iris)
Group Account Director: Gemma Duffy (Iris)
Production Director: Richard King (Iris)
Account Director: Laura May (Iris)
Media placement: Radio and Online: - Online/MySpace/XFM - 1.5.2009

Results and Effectiveness
British history was created as Friendly Fires performed for 30 minutes in complete darkness. Thousands of fans applied for tickets. Over £1.5 million of PR was generated, post-gig seeding received 186,000 plays and Xfm broadcast reached 550,00 listeners.

Creative Execution
‘Sony Ericsson Pitch black’ was a gig held in complete darkness, a musical experiment designed to stimulate the auditory senses to enrich the listening experience. Friendly Fires agreed to be part of the experiment and played to an audience of 200 at the Vinopolis Wine Vaults in Southwark on May 15th ‘09. The consumer experience started by ‘preparing’ guests in a separate pre-gig room, where lighting was gradually dimmed. The gig was conducted in complete darkness until the 5th song of the set, at which point UV lights slowly revealed the band much to the audience’s delight. A Myspace page was created to drive support for ticket distribution and host pre/post event content. And the band supported the event on their website, giving away ticket allocations. Xfm broadcast a live recording, there was a dedicated feature on Sony Ericsson’s mobile music show Pocket TV, huge news coverage.

Insights, Strategy & the Idea
Sony Ericsson wanted to re-connect & drive engagement with their Pioneer Youth (16-24 yr) audience, highlighting the audio quality of their Walkman phones. The communications strategy needed to create talkability amongst a cynical youth target who are exposed to lots of brands fighting for their attention in the music & entertainment arena. This wasn’t about creating an advertising idea, it was about creating an idea that could be advertised – the measure of it’s worth would be how far the idea could travel without any media money being put behind it. Recognising that audio senses are heightened when sight is removed, we created “Sony Ericsson Pitch Black”.