Category: Best Consumer Engagement
Advertiser: SONY EUROPE
Product/Service: SONY TABLET
Media Agency: OMD SPAIN, Madrid, SPAIN
Project Director: Laura Gómez (OMD)
Producer: Eliana Tapia (OMD)
Account Manager Director: Thomas Morel (OMD)
Account Director: Olga Bonilla (OMD)
Creative Director: Manuel Carbajo (Omd)
Media placement: TV Campaign - Antena 3 TV - 4 October 2011
Media placement: Internet Campaign - Facebook & Twitter - 4 October 2011
Insights, Strategy & the Idea
Sony launched a new Android tablet on the market. However the budget for this launch suffered a radical reduction. The budget cuts led us to concentrate our efforts on the Internet. Social networks are their natural stage, people are always connected, wherever they are, at all times. Of particular relevance is the fact that 65% of viewers confess to having commented on a social network, at one time or another, something about what was being shown on TV. Of course TV is still the king of all media in Spain, even despite the incredible saturation and proliferation of channels over the past few years. So, if TV and social networks form a kind of magical equation for achieving enhanced notoriety amongst a target audience. How could we manage to combine them with only a minimum budget?
Creative Execution
“El Hormiguero” has been for a long time now the Top 1 prime-time entertainment show in TV and social networks. We created a complete product demo with two of the show’s habitual protagonists, used the live TV broadcast to invite all their fans not to miss it on El Hormiguero’s Facebook page. But what the show’s fans weren’t expecting to find was an unusual post from the show’s producers: Both presenters had been “disciplined.” The reason: their flagging performances on the program since they had acquired their respective tablets. To set an example, the producers had decided to confiscate their new devices and find “new owners” for them. And who better than the faithful fans of the program on Facebook. There, users would have to answer a simple question through an app on the Sony profile: What’s the first thing you’d do if you were given either presenters Sony Tablet?
Results and Effectiveness
El Hormiguero’s Facebook page immediately turned into a riot of excited participants. El Hormiguero’s Facebook page registered increased traffic of over 30%, an impact record. The post that covered the video-communiqué broadcast on TV was voted the most 'liked' and commented ever. The initiative was picked up by the conventional media, too, as a new way of spreading influence from televised advertising to the Internet, which produced a return on investment far superior to the allocated budget. And what is even more spectacular: in just 10 days, the Sony Tablet rose to 2nd place in Notoriety among all competitors.