SONY XPERIA Z3 LAUNCH: #PUSHZ3LIMIT
THE BRIEF – Provide the audience with great content and use it to show the Z3 benefits
Sony Mobile was releasing its new smartphone, the Xperia Z3, and wanted to increase awareness about the assets of the new product.
Our mission was to spread the word about the Sony Xperia Z3 to the brand core targets (15-35 YO) with viral and sharable content to be broadcast with a strong media partner.
OUR IDEA – Create and broadcast native advertising for a viral campaign
Our creative approach was to surf on the Ice Bucket Challenge phenomenon, by allowing people to imagine funny scenarios, and share them with their friends to win the new Sony Xperia Z3.
We selected the seven most shared challenges and asked the famous French YouTubers ‘Why Nut’ to shoot seven videos with an Xperia Z3. On each video, they had to face the most popular challenges posted by users on social media with the dedicated hashtag #PUSHZ3LIMIT.
The objective was to show the Xperia Z3 products in action in crazy situations to create the buzz. Each video glorifies a specific asset of the new smartphone Xperia Z3.
For this operation, we created a branded dedicated space called “PushZ3limits by Sony” on démotivateur.fr. This website was chosen because it shared the same DNA as the operation we wanted to put in place, using a ‘fun and unusual’ tone for a viral content (we can compare it to Buzzfeed).
THE RESULT – Great content and an increase in awareness
Interaction with the pieces was three-times higher than our agreed KPIs, with more than 85,000 visits on the dedicated space and more than 110,000 views for all the videos.