Sony Ericsson Hopper Invasion Campaign

I did a case study in November last year. The case is about analysing a campaign whose primary marketing strategy is focusing on digital marketing. Here is the case study.
  
 
Sony Ericsson Hopper Invasion Campaign
Campaign Background
The Hopper Invasion Campaign is launched by Sony Ericsson to promote Sony Ericsson three new phones, the Yari, Aino and Satio. The campaign is a part of the Entertainment Unlimited and Make.Believe branding activities, and part of the lead up to the November 3 launch of Rachel, Sony’s first Android phone, the Xperia X10.
The three new Sony Ericsson phones are impressive looking mobile phones. The promotion is focusing on promoting the Satio – Touch Screen Camera Phone, the square box like appearance has a strange allure. It is full of functionality and offers some of the latest technology available to mobile phone manufacturers. In fact its one of the most advanced mobile phone on the current market with features such as a 12 mega pixel camera in its arsenal.
The overriding feature of this phone is the 3.5 inch TFT touch screen which comfortably displays 16 million colours including variants. The screen displays images with a vivid representation and with an unrivalled clarity. The screen operates at a size of 360 x 640 pixels and includes an accelerometer sensor which ensures images are displayed in their correct aspect.
In order to promote the product to its target customer, they set up the Hopper Invasion worldwide Campaign. It all started with 500 hoppers in Barcelona and the idea that you can spark something fun anytime, anywhere.
The Hopper Invasion campaign was developed at Saatchi & Saatchi, London, by executive creative director Richard Copping and art director Eddie Wong. Media was handled by MEC.Filming was shot by Rockhard Films director Tony Petrossian via Play Films. Post production was done at Blackmagic Design, Singapore. Sound and music were produced at Song Zu, Singapore.
Target Customer
Sony Ericsson Satio target customer are young Male and Female, aged 15-35, college youths or working executives, living in urban, semi urban and rural areas Where there is mobile connectivity.
They are party animals, like camera phone, social network and something unique and funky.
Strategies
  • Setting up the Hopper Invasion campaign to communicate new products with audiences through a multimedia channel.
  • To acquire the awareness of the campaign, a comprehensive mass media plan covers the worldwide audiences as soon as the Barcelona campaign launched.
Execution
The campaign started in Barcelona when 500 Space Hoppers took to the streets…
In late September, 500 people on space hoppers invaded Barcelona, for a TV commercial and viral film.
In London, The Space Hoppers is running in cities via the projections throughout the U.K. The whole Space Hopper projections featured in London, Birmingham, Leeds, Manchester, Glasgow and Dublin. Several of the projections targeted specific events in the evenings where a large gathering of people could be guaranteed, such as locations next to the O2 ABC in Glasgow and Academy in Birmingham on the nights of major acts.
Viewers are driven to the Sony Ericsson Hopper Invasion website where people are encouraged to create their own virtual hopper, customising the appearance and the height of its bounce. In London, More than 27,000 people have signed up for Sony Ericsson’s online Flash Mob involving retro space hoppers.
Details of the online Flash Mob are being kept under wraps as the brand saying only that participants will be given further instructions via email on how to participate and where to see the web-based Flash Mob.
You can also share this campaign with your friends via Facebook, Twitter, Digg, Stumbleupon and Delicious, these social network buttons are added in the Hopper Invasion website.
Communication Strategies
  • Key Message:
What if dreams could become reality? Join in the Hopper Invasion. We are here to make it happen. Make. Believe
  • Media Strategy:
Focus on digital channel to create a buzz; integrated digital, TV, outdoor and print ads to create hype; the digital campaign would act as a flash mob style campaign with space hoppers ‘invading the web’.
Website
Sony Ericsson set up a campaign website http://www.hopperinvasion.com/.
 
The website is a flash site featuring functionality and creativity. The whole website is divided into four sections, the main section on the left for product demo, the other three sections are on the right for introducing the worldwide campaign, join in online invasion and another product introduction. It has all the right goodies to get your creative juices flowing. After selecting your country you see a screen with a 3D animation – then you get invaded by the Hoppers.

Product Demo – The product demo with flash instruction highlights the core benefits for using this product. The core feature of the product is Pics that get your friends talking with Satio™. There is a link leading viewers to Sony Ericssion product website.

Campaign Message – Once you click in, it will show you the Barcelona Campaign, TV ads and the Flash Mob promoted on the MSN and Yahoo. This section will answer a whole lot questions you will ask, such as:
What is the whole campaign is about? What does the Flash Mob look like? And how Sony Ericsson promotes it?
Online Interaction – Join The Invasion which is set up for the interaction with audiences. The activity is that creating your hopper in six steps to be part of the online invasion. You can give your hopper colour, eyes, mouth, nose, tats and scars. In the end, you can create your bounce level and name. Then release! After you name your hopper, you need to provide your email address for getting the hopper news from the chief hopper. After you’ve created your own Hopper make sure to download your screensaver – very funny.
Mobile Game and Ring Tone
You can download the hopper game to your mobile phone, also download the ring tone, screensaver and more to your phone.
Paid Media
The advertising campaign is launched on the back of initial digital activity on sites such as MSN and Sony Ericsson’s own new website encouraging consumers to create their own space hopper.
The world’s first ever Flash Mob is launched on Yahoo7 and Ninemsn homepage at the square banner position. The online Flash Mob which caught Yahoo!7’s users by surprise saw thousands of individually designed coloured space hoppers bounce across the screen for about 40 seconds at exactly 6pm, before vanishing.
SEM
Sony Ericsson is doing the SEM for the Hopper Invasion. When you search Hopper Invasion, you can see the first search result is the Hopper Invasion website.
It’s convenient for viewers to click the search result and lead to the website straight away.
TV Ads
The TV campaign asks ‘What if dreams could become reality?’ and features people bouncing down the street on coloured space hoppers. The ad ends with the words ‘We’re here to make it happen. Make. Believe.’
You can also find the TV ads on the Hopper Invasion website:
http://www.sonyericsson.com/hopperinvasion/main.aspx?cc=gb&lc=en
Billboard
The billboard is the large signal for the Hopper Invasion campaign to be seen in busy roads, motorways and highways in most big cities in the world. There are a few billboards displayed in the Pacific Highway in Sydney with the following picture.
Blog
There is no official Hopper Invasion blog.  Only a few blogs are created by Sony Ericsson fans to introduce the products.
http://satio-sonyericsson.com/
Youtube
Sony Ericsson created a page named sonyericssonworld on Youtube and published one of the Hopper Invasion video on the page. There are 298 ratings for this video. The YouTube video points viewers to the Hopper Invasion site where they are encouraged to create their own customized hopper and sign up for updates from Sony Ericsson.
http://www.youtube.com/user/sonyericssonworld
This video has successfully gone viral. There are heaps of different video published by fans. The contents are more vary compared with the official video. People are loving this fantastic idea and fun activity.
Facebook
There is no official Hopper Invasion fan page. The campaign message is ebbed in the Sony Ericsson World page, but there are a few things highlighted in the page.
– Banner Display
Two Hopper Invasion banners are displaying at the left hand side of the Sony Ericsson World page to lead customer to the Hopper Invasion campaign site.
http://www.facebook.com/home.php#/sonyericsson?ref=search&sid=832333905.2906974944..1
– Campaign Message
The campaign message is published continually on Sony Ericsson World page to communicate with customer constantly. Such as
The invasion continues
Satio™ and Aino™ sparked the world’s first hopper invasion. They captured the fun, shared it with the world and, with apps, sparked a conversation.
See the Satio™ and Aino™ hopper story from the start, from the streets of …Barcelona to the world’s first online flash mob.
Now it’s your turn to experience the invasion. Join in at
http://www.sonyericsson.com/hopperinvasion?cid=son_facebook_global_20091023
Hop to it!Read More
 
– Photos Sharing
Many Hopper Invasion pictures are displayed on the Sony Ericsson World Page.
http://www.facebook.com/home.php#/album.php?aid=108594&id=35313373389
Twitter
The digital campaign will also feature hopper-themed activity on Twitter. But this official twitter page is just set up with few followers and tweets.
http://twitter.com/SonyEricssonSA
Games
The above the line campaign also features the gaming and video content available through the new trio of handsets. The Aino is the first to access Playstation 3 through the mobile handset.
Overall Evaluation

The idea of the campaign is excellent! It successfully enticed its target customer to engage with the campaign.
The execution of the campaign is smart. It starts with a real Street Hopper campaign in Barcelona, and then launched a viral video in the worldwide via different media channels, the projections, the video, the TV. The buzz has been created only by a campaign in Barcelona, continued with a virtual campaign and online interaction with customers in the cyber world.
The website traffic is good, the average unique visits are 220k, total visits 240k and page views 360k (data provided by Google Ad Planner). Visitor spends average 3:50 minutes on site that means the website is interactive enough.
Media channel coverage, the Hopper Invasion covers Yahoo, MSN and Facebook for the Flash Mob ads and interaction. These three media are the top three channels for audience to reach the Hopper Invasion campaign. Hence, the media plan coverage is excellent.

Google Ad Planer (Based on: http://www.hopperinvasion.com/)

Category

Comp Index

Reach

UV (users)

UV (users)

PV

Ad Specs

yahoo.com

Web Portals

100

56.30%

130M

130M

33B

facebook.com

Social Networks

98

45.80%

110M

110M

77B

msn.com

Web Portals

100

23.80%

56M

56M

3.3B

myspace.com

Social Networks

100

21.50%

50M

50M

22B

live.com

Search Engines

100

21.50%

50M

50M

5.9B

amazon.com

Shopping

99

19.20%

45M

45M

3B

microsoft.com

Windows

100

17.80%

42M

42M

960M

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