sony

challenge

Build hype around the launch of Sony's new Bravia TV, focusing on the new ad campaign featuring thousands of multi-coloured bouncing balls being released down a San Francisco street

Raise the profile of the advertising agency behind the advertisement - Fallon - including its creative team, impressive client list and reputation for delivering commercially successful campaigns

creative solution: "balls"

It was a three-staged assault for the UK market - firstly seeding the story on media and marketing blogs showing footage of the advertisement being shot in San Francisco. We then tipped off key members of the advertising trade press in the UK about the excitement being generated in the States, and invited them to an exclusive screening of the advertisement in the Tate Britain. The final element saw a national media blitz, fed by the trade press coverage, detailing how the ad was made.

campaign results

The Sony Bravia sold out within weeks of the campaign launching

The entire industry stood up and applauded both Sony and Fallon for the campaign with quotes including "The two-and-a-half minute for the launch of Sony's new Bravia LCD TV set is as much art as it is advertising" (Kate Nicholson, Campaign), "Depressingly excellent" (James Lowther, M&C Saatchi) and "A great spot - both visually arresting and intriguing" (Stefano Hatfield, The Independent)

Fallon was named Campaign's 'Advertising Agency of the Year'

Coverage exceeded all expectations and included full pages in The Sun, The Independent and International Herald Tribune, on top of the extensive trade and online attention it received

public relations consultants

The Sun

Marketing

The Independent

sony

challenge

creative solution: "balls"

campaign results