Sony Xperia

Creative that cuts through in a commoditised category

Sony Xperia
Passenger Race

Social

BRAND RELATIONSHIP

From "Casual Acquaintance" to "Committed Partnership"

KEY BEHAVIOUR

Get Exploring Entertainment Seekers to choose Xperia as their ultimate entertainment device.

KEY BARRIER

Everyone talks about entertainment in the smartphone category. People are wising up to the ‘sameness’ and don’t think Xperia’s entertainment credentials are on the same level as the market leaders.

KEY COMPARISON

Sony Playstation – Sony’s market-leading entertainment brand from which Xperia has built-in features that make gaming on an Xperia second-to-none.

Passenger Race

We demonstrated Xperia’s entertainment credentials through a single-minded focus on gaming. To do this we set up a race like no other and showcased the features that make the Xperia XZ2 the best phone for gamers.

With gamer OJ Borg in the passenger seat and F1 racer Archie Hamilton in the driver’s seat, we filmed this dynamic duo go head-to-head on the famous Nurburgring race course – with OJ playing Gran Turismo whilst Archie raced him in real time on the same track in the same car. As the car hurtles around the track, we created comic tension between the racers with Xperia’s immersive technology at the centre of the action.

Building on this Passenger Race idea, we created a further three films that focused on specific features of the Xperia XZ2, again all set at Nurburgring with OJ Borg and Archie Hamilton at the forefront of the executions.

Results

140 MILLION

Impressions across the campaign

3.5%

Uplift in brand recall on digital

7.7%

Uplift in purchase consideration for Sony Xperia on digital (with 28% considering purchase of XZ2 upon seeing the advert)

1.5 MILLION

Completed views and 8% uplift in ad recall with paid social

89.1%

Viewed the Canvas with 20.8 seconds spent viewing canvas with paid social

340k

Impressions for influencer unboxings, 147k reached for Passenger Race organically on social

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