XPERIA TABLET TACKLE by Fel Concepts for Sony

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XPERIA TABLET TACKLE

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Industry Laptops, Netbooks, Tablets
Media Promo & PR
Market Netherlands
Agency Fel Concepts
Creative Edsard Schutte, Lucas Stalman, Ferry Bol
Released March 2013

Credits & Description

Advertiser: SONY / DIXONS
Agency: FEL CONCEPTS
Category: Internet Film Series
Advertising campaign: XPERIA TABLET TACKLE
Creative: Lucas Stalman (FEL Concepts)
Creative: Ferry Bol (FEL Concepts)
Creative: Edsard Schutte (FEL Concepts)

Outcome
The objective was to give the sales of the Xperia Tablet at dixons a significant boost. The result was a 500% sales increase 4 weeks after the activation, and 920% 8 weeks after. The total reach was approximately 226,000. 100 people registered for the first Xperia Tablet Tackle in Lelystad. More tackles will be held all over the country this summer.

Relevancy
The Sony Xperia Tablet is a bump-proof tablet and a desirable 'wannahave'. You can win it, but it won't be easy. With the reputation of Sony in gaming, we wanted to create a real-life challenge: the toy is the Xperia Tablet, the playground is the dixons store. The winner doesn't have to worry, because the tablet will work just fine (even after being handled as a football).On- / offline integration is the most important unique selling point of dixons. Therefore we challenged the public with an online 'trailer' to participate in a real life (offline) event.

Client Brief Or Objective
Introduce the new Xperia Tablet to the people in Holland in general and the clients of dixons in particular. Develop an on- and offline integrated activation in which people become part of a brand experience and in which the unique feature of the Xperia Tablet becomes obvious. Activate the consumer in a way that will increase the attraction and likeability of the brand, with a striking and appealing concept in which people want to participate. Keep in mind that despite the small budget it must have an impact in the sales process.

Implementation
Sony introduces the new Xperia Tablet, which will be exclusively available at all 150 dixons stores in the Netherlands. But of course, it has to arrive there first. One of the most important aspects of the tablet is that it's strong (and powerful). And besides that: Sony is known for its ultimate game experience. To deliver that message, the tablet will be delivered to dixons in a real life game by an American Football team in the XPERIA TABLET TACKLE. Everyone who dares can intercept the tablet. And that's what you want, because it's finders keepers.