Cannes Lions

SONY ERICSSON XPERIA RANGE

McCANN ERICKSON, Frankfurt / SONY / 2012

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Brief:Develop a platform idea for 99 countries with 1.6 billion people – from Warszaw to Dubai, from Cape Town to Moscow. Get the attention of a very demanding target group: people between 19 and 49 with a strong affinity to technical themes. Present XPERIA Smartphones as „the better“ smartphones with the most entertaining options (coming from the Sony heritage).Solution:For our target group every day is a challenge. And they like it. That’s why we invited them to challenge XPERIA with unusual „testing“ situations. „Challenge life. Challenge XPERIA.“We started with teaser online movies (like „Fastlane“ and „Greenhouse“) showing different „challenges“. Via Facebook and Youtube the users werde led to the campaign page where they could propose their own challenges.Synopsis:The challenge: “Can the bright screen of the XPERIA arc make a flower groom?” We tested the lightness of the screen. Is it light enough to make flowers groom? The experiment: some flowers in a black box. The only light they´ll see it the brightness of the screen and after a few days they realy florished.

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