Sony Urban Z3xplorer – Mediacom Beyond Advertising France
This year, in France, we were tasked with increasing awareness within Sony Mobile’s target audience of young influencers.| December 15th, 2014
The brief was simply to create shareable content that could demonstrate the Sony Xperia Z3’s key features such as the innovative, low -light enhancing camera.
We decided to inspire a youth audience with an exciting travel series that would shine a light on hidden gems in well known cities.
We enlisted Antoine, an ‘Urban Guide’, who had been recruited during the World Cup for Sony Mobile and we also partnered with Melty, an influential source for lifestyle news amongst a 15-35 year old audience, to produce and distribute exclusive content entirely shot with the Sony Xperia Z3.
Melty were able to provide talent to be Urban Ambassadors, who would travel with Antoine our Urban Guide.
The series followed Antoine and various artists as they discovered Paris, Marseille and Lyon in an inclusive way. All cities were brought to life across 12 videos and 20 images through pictures, all taken with the Xperia Z3.
The audience have been able to interact with the campaign, which is still live, by entering competition to attend a live gig featuring Sony Music artist, at one featured ‘secret’ location, plus competitions encouraging people to share and discover their hidden cities.