Cannes Lions

SONY ERICSSON XPERIA PLAY

ARTHUR SCHLOVSKY, Paris / SONY / 2011

Overview

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Credits

Overview

Description

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. Throughout a 2 week long campaign, the scary creature (2.30 meters and 300 KG) would carry out a pitiless guerilla war against social media influencers to prevent the promotion of the smartphone in a 4-episode digital mini-series mixing comedy and hidden camera films with a real journalist, real bloggers, real Facebook fans and real fear… In spite of this violent start, the Orc would eventually find an agreement with Sony Ericsson and would even become the official ambassador of the smartphone, expressing his persuasive talent in the official product demo, the video banners and the cinema commercial...

Execution

15 days before the release of the smarpthone, the 4-episode digital mini-series was launched on Dailymotion. The users were then invited to discover the first Playstation certified smartphone through a product demo film, a cinema movie, a website and many digital formats. All of them featuring the Orc, the new Xperia Play's ambassador...

Outcome

With more than 6 million viewers and 25 000 likers, the digital series broke the advertising record of the first French video platform, Dailymotion.

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

The unusual video banners reached a 15% click rate on the first day.

Those astonishing results led Sony Ericsson to name the Orc “Employee of the month”

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