Sony Xperia · Passenger Race

Creative insight & cut through from neuroscience

The challenge

How do you increase purchase consideration as a smaller player in an over-crowded, high-spending smartphone market that is filling up with even more new entrants?

Our people-first strategy

We created a bespoke smartphone purchase journey and segmentation of smartphone buyers based on research and data which established the important role social media played in purchase overall. We also identified Sony’s entertainment credentials, from creation to consumption, as a connection point, particularly in gaming.

Our creative idea

Passenger Race

Demonstrate racing in parallel, real and virtual, through a head-to-head race in one car on Germany’s famous Nürburgring.

43.7 M

Completed views

22%

Uplift in purchase intent

19%

Have or intend to visit an O2 store

110%

Higher than the category average return on advertising spend

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