Category: Best Use of Branded Content & Sponsorship
Advertiser: SONY
Product/Service: SONY BLOGGIE
Media Agency: NAKED COMMUNICATIONS, Sydney, AUSTRALIA
Strategist: Nick Kavanagh (Naked Communications)
Account Director: Adrian Mottershead (Naked Communications)
Head Of Ideas: Paul Swann (Naked Communications)
Creative Director: Seshan Moodley (Naked Communications)
Account Director: Catherine Harris (Euro RSCG)
Public Relations: Catherine Donnelly (Hausmann Communications)
Media placement: Event - Sydney - 1/8/11
Media placement: Digital PR - ITWire - 2/8/11
Media placement: Digital PR - 106.3FM (Homepage) - 2/8/11
Media placement: Digital PR - Herald Sun - 11/8/11
Media placement: Digital PR - The Daily Telegraph - 11/8/11
Media placement: TV - Sunrise - 3/10/11
Media placement: TV - Sunday Night - 21/10/11
Media placement: Radio - 4BC Brisbane, Afternoons - 3/10/11
Media placement: Radio - Triple J, Sydney (Breakfast With Tom And Alex) - 24/01/12
Media placement: Radio - NOVA 96.9, Sydney (Fitzy And Wippa) - 02/02/12
Insights, Strategy & the Idea
SONY Bloggie is a pocket-sized HD Video recorder that shares content to the web. The challenge was that whilst the Flip dominated the category, consumers were rapidly turning to their Smartphone for video recording and budgets were tiny ($250k).
SONY wanted to make Bloggie the #1 in the pocket MP4 category so we needed a way of demonstrating Bloggie's superiority.
Our target were with young Aussies with a curious attitude who actively pursued a life worth sharing; an audience who lived online – not only documenting and sharing their own unique stories but actively seeking-out and contributing to the stories of others. Playing a role in the adventures of peers was the norm.
Insight: for this audience to connect with the Bloggie product story we required a platform that was constantly evolving. That provided a unique product narrative that connected with the audience’s own passion for adventure, excitement and contribution.
Creative Execution
To deliver this we created Crossing The Ice: The most extreme product demonstration of all time
We used the Bloggie to document James Castrission & Justin Jones in their attempt to become the first people to ski from the edge of the Antarctic coast and back, completely unsupported. An adventure that would take 3 months and involve pulling 150kg sleds each over 2275km of snow and ice.
Every crevace and kilometer would be recorded by Cas and Jonsey on their SONY Bloggie and shared with Australia some 7,000 km away almost immediately.
Results and Effectiveness
- Bloggie has subsequently become #1 MP4 camera
- Crossing The Ice generated 1.6m post views on Facebook
- Crossing The Ice generated over $3m in media value via PR coverage
- Crossing The Ice raised over $60,000 for youth cancer charity YouCan via 'sponsor a step' idea