The challenge
Sony asked us to develop a campaign to support the launch of its new Vaio CW series of laptop computers in Latin America. The challenge was to position color as a key differentiator within a category that is already used to seeing different color options – and to create a campaign that would work in Portuguese-speaking Brazil as well as the rest of Spanish-speaking South America.
Our insight
People associate important experiences in life with different colors.
Our solution
The CW range offers a range of skin colors, and it also offers the concept of personalized entertainment via embedded software. We developed a theme – Live Colorfully – centering on the idea that color enhances life by adding vibrancy.
On YouTube, we created a channel that encouraged our target audience of status-seekers and innovation enthusiasts to engage with the brand by generating, uploading and sharing their own video content, showing how they 'live colorfully'.
To generate buzz and drive traffic to the site, we staged takeovers on channels such as MSN and YouTube itself. On the site, interactive banners encouraged consumers to upload their content and to vote for their favorites.
The results
- 89% of sales objective achieved ahead of schedule
- Sales of certain models 130% ahead of target
- 1 million views on YouTube
