Sony.
48 Hours.

Showcasing Xperia’s incredible camera capabilities with an event to unite smartphone photographers the world over.

In a market dominated by Apple and Samsung, many people didn’t realise that Sony’s Xperia smartphones had both the best camera and the longest lasting battery. We needed to give Xperia a louder voice – and to show off these amazing features in a credible way.

Influence, from the ground up

We instigated a huge global photography event taking place in 48 cities, over 48 hours (to tie in with the phone’s two-day battery life). Led by 48 influencers, we inspired Xperia users to show us their world, through the lens of their smartphone – bringing key features to life on the way.

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Global activity, amplified locally

Without the media spend of Sony’s competitors, we needed to take a different approach. So we set up a centralised team to coordinate with all 37 of Sony’s global markets – collating content shared by Xperia owners worldwide over the 48 hours, with each market rebroadcasting locally.

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One huge global impression

A piece of content was generated and shared every 20 seconds during the campaign’s 48 hour period. Influencer activity alone created 37.7 million impressions and drove our biggest ever increase in Instagram fans – with final global reach exceeding 13 million.

This digital campaign is unparalleled in terms of success, thrashing the KPIs with huge user engagement and the highest local market participation rate we’ve seen to date.

JOANNE MACLAUCHLAN
Client & Project Manager