Sony Ericsson Promo, Case study ORC VS XPERIA PLAY by Arthur Schlovsky

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market France
Agency Arthur Schlovsky
Director Adrien Armanet
Art Director Nitch
Producer Philippe Savine, Serge Pauchard, Cedric Barrus
Released March 2011

Credits & Description

Category: Best Use of Branded Content
Product/Service: XPERIA PLAY
Date of First Appearance: Mar 25 2011
Entrant Company: ARTHUR SCHLOVSKY, Paris, FRANCE
Associated Director: Franck Botbol (Arthur Schlovsky)
Associated Director: Hugues Cholez (Arthur Schlovsky)
Director: Adrien Armanet
: Alexandra de Chazeaux (Sony Ericsson)
: Frederic Gay (Sony Ericsson)
Producer: Serge Pauchard (Arthur Schlovsky)
Producer: Cedric Barrus (Caporal Films)
Producer: Philippe Savine (Caporal Films)
Author: Noémie Saglio (Arthur Schlovsky)
Art Director: Nitch
Media placement: Digital Mini Series - 4 Episodes - Dailymotion - 25 March 2011
Media placement: Digital Formats - MSN, Youtube, Dailymotion, Allocine... - 10 April 2011
Media placement: Mini-Site - Http:// - 10 April 2011
Media placement: Cinema Film - Cinema France - 15 April 2011

Insights, Strategy & the Idea
After a ten-year wait, Sony Ericsson launched the first Playstation certified smartphone. In order to attract gamers, the brand recreated a legendary and terrifying character, inspired by the Orc from World of Warcraft.

Creative Execution
Throughout this 2 week campaign, the scary creature (2.30 metres and 300 KG) will carry out a pitiless guerilla attack against social media influencers to prevent the promotion of the smartphone. Millions of viewers will follow the adventure of the Orc in a 4-episode digital mini-series mixing comedy and hidden camera films with real journalists, real bloggers, real Facebook fans and real fear…

But after his violent start, the Orc will finally find an agreement with Sony Ericsson. The Orc will even become the official ambassador of the smartphone, expressing his persuasive talent in the official product demo, the video banners and the cinema commercial.

Results and Effectiveness
With more than 6 millions viewers, the digital series broke the advertising record of the first French video platform, Dailymotion.

With up to 90% of earned media, the guerrilla of the Orc became the must-see series on hundreds of blogs, including the tricked bloggers’ sites.

And the video banners reached 15% click rates in the first day.

Those astonishing results lead Sony Ericsson to name the Orc “employee of the month!”