Cannes Lions

BUSINESS MOBILE PHONE

MEC, Dubai / SONY / 2010

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Overview

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Credits

Overview

Execution

Our insight showed that uncertainty in the business climate had led to decision-makers wanting up-to-the-minute information, especially in the local stock markets. For them, 'knowledge was power'. That led us to our contextual framework and central idea of providing the decision makers with ‘information at their fingertips’.

IDEA: “Information At Your Fingertips”Instead of doing normal, boring, traditional sponsorship, Xperia was creatively integrated for 5-7 minutes into the programming of main evening business news of CNBC Arabia (No.1 business news channel). Stock-market news segment (covering 9 regional markets) was created and aired LIVE on Xperia itself with the 9 panels being demonstrated.

Outcome

Sales for the brand in the recession-hit region overshot the initial sales target by 7% in the 2 months of the activation!Generated media exposure worth over USD 1.6 million!

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