Cannes Lions

XPERIA TABLET TACKLE

FEL CONCEPTS, Amsterdam / SONY / 2013

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Overview

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Credits

OVERVIEW

Execution

Sony introduces the new Xperia Tablet, which will be exclusively available at all 150 dixons stores in the Netherlands. But of course, it has to arrive there first. One of the most important aspects of the tablet is that it's strong (and powerful). And besides that: Sony is known for its ultimate game experience. To deliver that message, the tablet will be delivered to dixons in a real life game by an American Football team in the XPERIA TABLET TACKLE. Everyone who dares can intercept the tablet. And that's what you want, because it's finders keepers.

Outcome

The objective was to give the sales of the Xperia Tablet at dixons a significant boost. The result was a 500% sales increase 4 weeks after the activation, and 920% 8 weeks after. The total reach was approximately 226,000. 100 people registered for the first Xperia Tablet Tackle in Lelystad. More tackles will be held all over the country this summer.

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