1. Compelling online campaign: case study of the 2005 Sony Cyber-shot T7 campaign

   Sony Poland asked us to prepare creations for the Internet campaign for the new digital camera Sony Cyber-shot T7, which stands out thanks to a small size (less than 1cm in thickness) and high technical parameters (2,5’’ screen, a Carl Zeiss lens, 5,1 mln pixels, 3x optical zoom), which was awarded by TIPA in the “Best D-Ultra Compact Camera” category.

   The initial creation was a local press campaign created by QST agency, which was based on two slogans: „Now small equipment is a reason to be proud” and „Small equipment... new object of desire” with an image of a seductive woman and a handsome man. The brief we received from Sony gave us a free hand to release our creativity, thus ensuring the highest effectiveness of the campaign.

2. Optimal construction of the e-marketing campaign

   Based on our experience, we proposed an optimal construction of the e-marketing campaign, which consisted of the following elements:

   1. Campaign creations
   2. A dedicated section of the website which fulfilled the role of a microsite
   3. Wyspecjalizowane prezentacje produktu podkreślające jego unikalność,
   4. Call 2 action in the form of a contest and a promotion
   5. Gathering data through the contest
   

3. Choosing forms for Internet creations

   At the beginning the media house (OMD) together with a team from FFCreation and the client chose the optimal forms of creations, which we decided were most effective (reactions of Internet users and building image). The Sony campaign was based on forms such as billboard, banner on an instant messenger, interstitial and mailing.

   Internet campaign: integrity, interactiveness, distinguishment, call 2 action

   The agencys task was to make the creations consistent with the offline campaign, but such that would use the possibilities of the Internet (e.g. high response rates and the possibility to interact). If we expect Internet users to react, we have to make sure the creations are of the highest level, that they surprise and encourage interactions.

   We proposed 3 creative lines:

   • Teasing („hand”)
   • Technical
   • Intriguing („poll”)

4. Teasing

   

   The first line used the unique quality of the Internet, i.e. a combination of a teaser and solution in one creation. At the beginning you could see a teasing using the words „small” and „large”, which was emphasized by hand movement, rousing imagination.

   The next step was a solution based on a slogan: „So small, so trendy”, which presented the camera and its small size.

   Technical

   The second line, which focused on presenting the unique qualities of the camera and its attractive appearance, was emitted alternately with the first line or by itself on chosen portals. Thanks to animation we can show much more in Internet creations than in static press forms, while still preserving minimalism of form.

   Intriguing

   The third line – called „The poll” – was supposed to intrigue Internet users. Until they made a decision which size they prefer - „small” or „large” – it was a purely teasing line.

   Then, depending on the choice, an animation presenting the cameras qualities connected with its small (less than 1cm thick) or large (2,5” screen) size. Internet users were then directed to a presentation of the camera on www.sony.pl/t7.

   The line used not only the possibility of combining teaser and solution in one creation, but also the possibility of actively engaging Internet users.

   „The poll” line was used in instant messengers, where the client pays for each day the medium is used and large number of creative lines is well received by Internet users.

   Campaign placement: developing the campaign message, dedicated presentation, promotion, call 2 action

   The Internet campaign is successful if it directs to a place where the message from the creation is developed and the Internet user is encouraged to interact. The best place for that is a microsite, i.e. a simple website that contains elements such as:

   • Presentation of a product / service (also experiencing brand / service)
   • Call 2 action elements (e.g. contest, promotion or ordering contact from a consultant, elements of viral marketing)

   The fewer elements are found at the other end of the campaign the better. That is why we always try to persuade the client to create a dedicated microsite instead of directing users to a section in the general corporate site, where apart from the campaign message the Internet user will also find different menu levels, boxes promoting other products / services etc.

   Because of corporate limitations we could not create a microsite or interfere with the website of the brand too intensively, thus for the Sony Cyber-shot T7 campaign we created a multimedia minipresentation which was placed on the website. This way we combined main elements of the campaign in one place (see www.sony.pl/T7):

   • Interactive presentation of the product
   • Call 2 action encouraged Internet users to take part in the contest and promotion
   • Gathering data (contest)

5. Very good campaign results

   The campaign based on the scheme and ideas presented above proved to be the most effective Sony campaign on the Internet. The number of clicks on the Gadu Gadu instant messenger passed 200.000 (until recently the magic number was 100.000) with CTR of 1, 23. Mailing on Onet and WP had CTR above 10%. We have to remember that the high results of the campaign were reached in July, when the number of Internet users decreases because of summer holiday.

   The presentation of the Cyber-shot T7 digital camera (which fulfilled the role of a microsite) allowed Internet users to experience the brand and its product. Thanks to the contest Sony gathered new contacts for constant communication and loyal ambassadors of the brand.

   FFCreation.com was responsible for all the Internet production – from coming up with creation lines (consistent with the offline campaign) through adjusting copy to the new media, campaign creations and presentation, cooperation with the media house to organizing the contest and sending prizes.

6. Other projects

   

   We have collaborated on numerous Sony campaigns ever since. Each campaign was based on at least 2-3 creative lines, and therefore enhanced the ads’ effectiveness. Several campaigns were accompanied by a special microsite dedicated to the product.

   Bravia

   We provided online communication for two Bravia campaigns based on the famous TV spots: the one with millions of colourful balls running down the streets of San Francisco, and the one with paint splashing some Glasgow blocks of flats. We used traditional ad forms as well as the unconventional ones, like xhtml or streaming in double billboard.

   Cyber-shot H5

   We created the campaign for Cyber-shot H5 camera. Two creative lines were created, both underlining chosen technical aspect of the product - double anti-blur. We also prepared a flash box combining both lines, in order to stress the main functions of the camera.

   HD cameras

   The HD cameras campaign was aimed at showing Sony as a leader in this market. We created an online campaign as well as a dedicated microsite presenting the most important types. The display was supposed to make it easier to choose the model.

   Other

   

   We also prepared several other campaigns for Sony, including Navigation, A100 camera, Cyber-shot H3, Cyber-shot H9, Cyber-shot T9, Home Cinema X1, Walkman - to name only the few. Our long-term collaboration continues.

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