The client wanted to communicate the new Sony line up headphones in Argentina.

Agency was asked to think of a high-impact urban intervention.

First we developed the world's largest SONY headphone, and then we organized the first open silent fest and we named it SONY SILENT DAY.

During this time period the city government was planning to vote a law to forbid listening to music without headphones on public transport. We saw this as a great opportunity in achieving branding and headphones product promotion through our activation.

PR Campain Objectives

Communicate the new line up of Sony Headphones in Argentina

•Install in the public opinion the Silent Day concept and possession of it through the headphones category

•Associating the Sony Headphones as an element that is techy + cool + trendy and fashionable

•Getting our message to users / customers Generation Y

Strategy

BEFORE

•Invitation to Silent Day

•Definition of social media strategy

•Radio Tour

•Materials

•Press announcing Silent Day

•Key Messages

•Target Media

•Agenda

•Portals

•Social Networking

•Radio

DURING

•Convocation of media

•Notes with spokespeople and celebrities

•Press Vip

•Materials

•Press release

•Photos

•Teaser Video

•Hashtag: # SilentDay.

•Target Media

•Company / City

•websites

•News Media and Magazines

•Radios

•Social Networking

AFTER

•Management notes

•Materials

•Content and business market

•Content on public awareness campaign

•Target Media

•Company / City

•CSR

•Business and Marketing

Outcome:

We reach a total of 102 media hits

BEFORE

Traditional Press:

We took part in the cultural agenda of the newspapers / magazines / blogs

•Digital Buzz:

BLOGS / TWITTER + referents and opinion leaders

-Influencers call on their followers to attend the party using # SilentDay

-We spread on internet the photo of Planetario with headphones SONY

SONY FACEBOOK ARGENTINA

-Post calling to come to the show

Sony Stores:

-POP announcing the Silent Day

DECEMBER 15 THE SILENT DAY

•TRADITIONAL MEDIA

-TV news to cover Silent Day

-Photographers of major newspapers, magazines, fashion, music and lifestyle

-Journalists related to the topic

-Relationship: invite opinion leaders

•DIGITAL BUZZ

-Concentrate the influencers convening the central day of the event via Twitter, Facebook, Instagram, Foursquare, etc.

•FACEBOOK

-Posts about what happened during the show

AFTER

•TRADITIONAL MEDIA

-DVD-Send information

-Send press releases

-Notes in advertising and marketing media to tell case developed by Sony

•DIGITAL BUZZ

-spread CASE on internet

We achieved reproduce on a large scale the original Sony headphone. Each ear was over 8mts of diameter! The Planetario was perfectly adapted to the needs of production.

The Headphone was exposed four days and over 2,000,000 people saw it live and 1500 people attended the silent day performing strongly!!!

11 notes on TV

10 notes in major newspapers

7 notes on radio

73 notes on websites

Tweets #SilentDay were viewed 3,828,815 times.

4,030,000 thousand people watched the action

The headphone MRDZX100 sold more than 105% respect same period 2011

Total ad value usd 774.000

ROI USD 647.069