Other Consumer Products (Including Durable Goods)

The Shortlist
CAMPAIGN
Sony Dreams Come True
AGENCY
Carat Media Services Hong Kong Limited
CLIENT
Sony Corporation of Hong Kong Limited
BRAND
Sony
DETAILS
Agency helped to bring Sony’s brand platform `BE MOVED` to life through a media partnership with YouTube. 
 
In Hong Kong’s competitive and achievement-focused society, consumers often feel reluctant to express their unique personal dreams openly for fear of failure. 
 
Our “Dreams Come True” activation platform not only gave Hong Kong `Dreamers` a voice to express their desires but also a once in a lifetime chance to realise them with Sony. 
 
We distributed Sony camera technologies to enable our participants to record and upload videos about their unique Dream. We chose YouTube as the ideal partner due to its scale and resonance.
 
The result was beyond our dreams. More than 200 Dreamers’ videos were submitted and 13 dreams were brought to life.  
 
Over 1.5M people engaged with our Dreamers videos, which were promoted on Facebook and YouTube.  
 
 
CAMPAIGN
LG Airconditioning - Set the temperature to LG
AGENCY
Havas Media Group
CLIENT
LG Electronics Australia
BRAND
LG Aircondioner
DETAILS
LG’s brand awareness was really strong but this awareness was not converting into consideration or sales for LG’s air conditioning products. As a category air conditioning is pretty low interest. In fact air conditioning only becomes interesting when the weather is hot enough to make getting cool top of mind. Our clients’ sales data also showed that hot weather coincides with higher sales. Yet the category tended to advertise in generic homemaker destinations online and in print, not taking advantage of this insight into the relationship between heat, interest and sales. We identified this as an opportunity. Could we create a way to only advertise when the mercury hits the right temperature to buy an air-conditioner? Yes! To do this we worked with Weatherzone, the most popular weather application in the market, to create custom advertising units that only displayed when the temperature was right. Based on mobile and tablet data we identified the optimal temperature for sales, 25 degrees or higher. This enabled us to create a highly cost effective strategy that delivered both traffic to the clients site and a 15% increase in conversion to sale.
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