SONY Experiential Marketing
BRIEF
Sony Xperia Z5 ‘Bond Phone’ Experiential Marketing launch in association with Vodafone Retail.
WHERE
Vodafone Stores Nationwide.
WHY
To maximise commercial potential of partnership with Spectre movie, by strengthening the association between, James Bond, Spectre and Sony & the Xperia Z5. To drive sales and re-enforce the Xperia Z5 as the ‘must have’ new smart phone.
WHO
Smartphone users and Vodafone customers.
what we did
Grooveyard worked with eight Vodafone stores Nationwide to implement this Experiential Marketing. This was a unique and innovative promotion which capitalised on Sony’s partnership with the James Bond film franchise.
Interactive screens were installed in windows in 3 of Vodafone’s Flagship stores. Three types of sensory screens were used for this including a 100″ 4K projection, 110″video multiscreen video wall and a 75″ high light large screen which all reacted to movements from passers-by. A Wave-to-Reveal mechanic was developed. These window installations were the first of their kind in Ireland. Custom Sony stands were also used to demonstrate the Xperia Z5. A hard shelled military style briefcase, similar to the one featured in the James Bond movie, was used to showcase the phone.
The briefcases were an interactive installation. Once touched, the screen underneath the phone lit up and the iconic James Bond theme was played.
services
delivered
// CONCEPT CREATION
// CREATIVE GRAPHIC BRANDING
// DIGITAL ENGAGEMENT
// EXPERIENTIAL MARKETING
// CONTENT CREATION
// END TO END SEAMLESS DELIVERY
results
Sony have confirmed that the activation lead to a 40% increase above target sales.
From 3 screens in 3 locations, there was close to 500 interactions per location per day, which combined, provided almost 46,000 one-to-one brand experiences.
Date:
March 1, 2017
