In this edition of the Creative Showcase, we’re taking a look at the U.K.’s first Aurora™ Interactive HD Mobile Video unit, Sony Xperia XZ2, and why it was such a hit!
How it Worked
The Sony Xperia XZ2 campaign was created with the senses in mind. Consumers were able to interact with the video and experience the content in a way not previously accomplished in the region. Users took “Gaming to the Extreme” and were led through a race, where their screens would settle with dust as the cars zoomed forward. In order to keep up with the race, users had to clean the debris off their screens by wiping it away. The added haptic effects, which would vibrate the phone at specific moments in the video, made the ad truly interactive and immersive.
Why it Worked
This campaign helped amplify the features offered in the Sony Xperia XZ2 handset with AdColony’s Aurora™ HD Video. Combining visual creatives and the latest mobile technology with users’ emotions and senses is what made this campaign truly successful. The clear, vibrant graphics coupled with a high level of interactivity, caught users’ attention and kept them engaged from beginning to end.
The Sony Xperia XZ2 campaign proved to be a huge hit, earning an engagement rate of 78 percent — that’s 25 times higher than the benchmark engagement rates of standard video campaigns or rich media executions! More than 1.5 million users engaged with the ad and over one-third of these engagements came from unique users.
The Aurora™ HD Video also performed well across brand metrics. A brand study certified by Nielsen showed an 8.6 percent increase in purchase intent of the campaign recipients over an unexposed control segment. Brand recall versus competitor handsets also experienced a 4 percent increase.
About the Campaign
Sony Mobile U.K. wanted to create a unique experience for users when launching their latest Xperia XZ2 handset. They partnered with AdColony and Mediacom to create this successful interactive mobile video campaign, which tapped into the gamer in every user.
About Sony Mobile UK
Sony Mobile UK is a wholly owned subsidiary of Tokyo-based Sony Corporation, a leading global innovator of audio, video, game, communications, key device and information technology products for both the consumer and professional markets.
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