Haygarth has been awarded Gold for Best Innovative Idea/Concept by the MAA GLOBES last night, for Sony Mobile’s Everyday Extraordinary experiential campaign.
The MAA GLOBE Awards recognise the very “Best of the Best” in marketing campaigns executed globally. Entries are assessed by over 100 judges around the world, representing every sector and every marketing discipline.
The Sony Mobile Everyday Extraordinary campaign revolutionised smartphone demonstrations by combining an immersive activation with innovative technology to create a world-first consumer experience. The campaign involved a giant interactive tread-wheel that combined physical, audio, visual and biometric technologies. When consumers stepped into the wheel, they went on to power their own fully responsive digital experience, which brought to life the cutting-edge features of the new Sony XPERIA Z3 smartphone.
The wheel toured the UK for over 90 days and reached 11 million people, delivering 90,000 demonstrations. This resulted in a 142% increase in positive social mentions, 20% of research participants saying they would purchase a Sony directly because of the experience and a 244% sales uplift in stores around the events over the six weeks following the activity.
Simon Gilbert, Trade Marketing Manager for Sony Mobile comments: “The Sony Mobile experiential campaign brought our product USPs, as well as our philosophy, to life. The consumer engagement and direct increase in sales is the ultimate proof point of this.”
On winning the Gold award last night, Carlo Montemarano, Associate Director at Haygarth comments: “Haygarth is incredibly proud to have international recognition for the campaign. We see innovation giving rise to new and more inventive brand experiences. With Sony’s Everyday Extraordinary, the team were able to create a physical and digital experience that educated and entertained in equal measure – it was that engagement that resulted in real commercial impact for the brand and its retail partners.”