Category: Best Use of Digital Media
Advertiser: SONY ELECTRONICS
Product/Service: VAIO COMPUTER
Agency: 180LA
Media Agency: UM, Los Angeles, USA
Executive Creative Director: William Gelner (180LA)
Creative Director: Gavin Lester (180LA)
Copywriter: Ben Barney (180LA)
Art Director: Ryan" Pocket" Fluet (180LA)
Head Of Production/Managing Partner: Peter Cline (180LA)
Senior Producer: David Emery (180LA)
Editor: Dave Groseclose (180LA)
Account Director: Go Wakimoto (180LA)
Account Manager: Mike Slatkin (180LA)
Director: Paul Bozymowski (@radical.media)
Digital Editor: Cy Christiansen (Outpost)
Editor: Katie Flaxman (Outpost)
Director Of Photography: Scott Sans (@radical.media)
Integrqated Producer: Christopher Neff (180LA)
Head Designer: Richard Harrington (180LA)
Director: Robert Bader (Unit9)
Producer: Robert Corradi (Unit9)
Design: Jarrod Castaing (Unit9)
Technical Director: Gilles Boisselet (Unit9)
Motion Graphics: Sophie Langohr (Unit9)
Media placement: Documentary Film - 2 Films - Current TV - 30 August 2011
Media placement: Game - X2 - Facebook - 18 April 2011
Media placement: Online Films X2 - YouTube - 30 August 2011
Insights, Strategy & the Idea
We were tasked with promoting the new Sony VAIO laptops powered by Intel Processors, a parity product in a commoditized category. Our goal was to prove that with the right tools, amazing things are possible. We also wanted to demonstrate that with their technology we had the power to change the lives of those using it.
Creative Execution
We created a 360 degree experience centered around our hunt for sunken ships in the treacherous shipping lane of Lake Huron’s Shipwreck Alley. Web-films, online games, exploratory websites, digital advertising, social media and a documentary special provided a multi-faceted way to get involved in the adventure.
Our web films and documentary special, which aired on Current TV, chronicled the high-seas ship hunt, starring our five students and their mentor, world renowned oceanic archeologist James Delgado. Partnering with NOAA and Woods-Hole, we used the latest in ocean exploration technology, complimented by our Sony and Intel products. We brought a piece to that experience to users around the globe in our Oceans of Treasure Facebook game. Users navigated the oceans of Google Earth. Thousands set sail to search for the grand prize: $1,000,000 in a chest, sunk deep in our digital sea.
Results and Effectiveness
The campaign delivered at benchmark. Click rates, conversion percentages, total revenue were all reported at or above 100%. The game averaged 12 minutes average session time with over 20,000 people playing. Rated 4.4 out of five stars on Facebook, with over 2 million likes and three times the number of likes of Sony's corporate Facebook page.
Over 1000 people attended the film premiere - including the Saginaw mayor, superintendent of schools and multiple state officials. Notes of Congratulations were snet by both Senators from Michigan.
We succeeded in positively changing the lives of these students. They were motivated to attend college and look beyond the world they had known and see the possibilities of their wide-open futures.