Cannes Lions

CONFIDENTIAL CASE

PROXIMITY BBDO, Boulogne-Billancourt / SONY / 2008

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Overview

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Overview

Description

At the end of June 2007, Sony completes its laptop offer by launching a new product: the TZ. Its strong points (lighter, more resistant, webcam and microphone integrated, latest Intel Processor) makes it a must have for all technology fans and a true object of desire.

How can one convince distributors to recommend and reference this new model in this difficult time of the year: summer vacation?

Execution

Keep your eyes peeled!

The TZ will provoke lust amongst many people. It is necessary to stay on your guards. To help the distributors, a confidential folder, very FBI style, replaces the sales pitch they usually receive. The cut out facial composites represent the numerous faces of the clients that will most certainly want to buy the TZ.

Outcome

600 copies of the mailing were sent to distributors.Sony carried out a post-test showing an 85% satisfaction rate.The average opening rate was of 58%.

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