Sony has a flagship store near the Champs Elysée in Paris that they opened a couple years ago but never advertised for. They wanted to make something for Christmas that would not only drive the usual extra traffic expected for this moment of the year, but also boost awareness on a long term perspective.

Early in the strategic process we found out the mobile should play an important role in the idea since it would allow people that would come to the store to share their experience with their network, hence multiplying the number of people reached by the operation. The creatives came up with the idea of turning the store itself into a giant Christmas calendar with one of the windows being interactive, so you could scan the QR Code on it and find your present behind it, as with a real Advent calendar. The only thing we were asking you was to share your location to retrieve your present, so all your network would as well know about the Sony Store.

During the 24 days of the operation, one people entered the store every 6 minutes during opening hours, an average three times the usual Christmas in store traffic, among them 75% of 18-35 year old which is the store’s bullseye target.People opening the digital windows of the store generated 2500 check-ins and shares on Facebook during the operation. Those 2500 shares generated more than 100,000 impressions about the Sony Store on their network’ s newsfeeds.