Sony: SONY SILENT DAY [english]

Credits & Description:

Advertiser: SONY ARGENTINA
Agency: E3 CREATIVO, BURSON-MARSTELLER
Category: Services
Redactor: Adrian Montefusco (e3 creativo)
Managing Director: Federico Battilana (e3 creativo)
Designer: Javier Felice (e3 creativo)
PR Manager: Jimena Martinez Lenoir (Sony Argentina)
Brand Manager: Luciano Pizzi (Sony Argentina)
Art Director: Mariana Stecconi (e3 creativo)
Marketing Manager: Pablo Barat (Sony Argentina)
Director: Ignacio Ibarra Garcia (e3 creativo)
Producer: Pedro Maza (e3 creativo)
Relevancy
The city government was planning to vote a law to forbid listening to music without headphones on public transport. This was a great opportunity to achieve brand recognition and Sony headphones product promotion through our activation.Building on the momentum of the law banning listening to music without headphones on public transport, we decided to intervene an emblematic building of the city: "The Planetario".The opportunity was that our idea would transcend the action to become an unique and highly press worthy event that turns into a story in itself.
Strategy
StrategyBEFORE•Invitation to Silent Day•Definition of social media strategy•Radio Tour•Materials•Press announcing Silent Day•Key Messages•Target Media•Agenda•Portals•Social Networking•RadioDURING•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 NetworkingAFTER•Management notes•Materials•Content and business market•Content on public awareness campaign•Target Media•Company / City•CSR•Business and Marketing
Effectiveness
We reached 102 media hitsThis represented an Ad D Value of $ 774,069.46.ROI USD 647,06911 television broadcasts covered the action.10 notes were published in leading newspapers.Silent Day was followed by more than 60 blogs and online sites.7 notes in leading radios.Tweets #SilentDay were viewed 3,828,815 times.64% of tweets referred to the Planetarium, showing the wide dissemination of the intervention had to be performed with headphones company.While the hashtag did not include Brand, the 45% mark of the tweets mentioned SONY.More than half of the tweets (51%) used the hashtag defined for action: #SilentDay.200,000 visits from published postings on blogs.YouTube traffic from 2218 meant visits to date.The action achieved over at least 4,030,000 thousand people.The headphone MRDZX100 sold more than 105% Respect same period 2011.
Campaign Description
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 ObjectivesCommunicate 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 YStrategyBEFORE•Invitation to Silent Day•Definition of social media strategy•Radio Tour•Materials•Press announcing Silent Day•Key Messages•Target Media•Agenda•Portals•Social Networking•RadioDURING•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 NetworkingAFTER•Management notes•Materials•Content and business market•Content on public awareness campaign•Target Media•Company / City•CSR•Business and MarketingOutcome:We reach a total of 102 media hits
Execution
BEFORETraditional 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 SONYSONY FACEBOOK ARGENTINA-Post calling to come to the showSony Stores:-POP announcing the Silent DayDECEMBER 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 showAFTER•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
Client Brief Or Objective
PR Campaign objectivesCommunicate the new line up of Sony Headphones in Argentina• Install in the public opinion the concept SilentDay concept and possession of it through the headphones category• Associating the Sony Headphones as an element techy + cool + trendy and fashionable.• Getting our message to users / customers Generation YThe city government was planning to vote a law to forbid listen music without headphones on public transport. This was a great opportunity to achieving branding and headphones product promotion through our activation.increase sales fo headphone MRDZX100 by 60% compared to the same period of 2011