SONY XPERIA Z5 Tactical
Art Direction | Promotion | Marketing | Digital Activation
Mullen Lowe Camp - Final Assignment
Art Director: Yohanes Hermanto
Copywriter: Natasha Sinsoe
Graphic Designer: Lutfhi Ramadhan Putradi
Account Executive: Grace Tania
Account Executive: Ade Amin Firmansyah
Chinese New Year is a festive day, celebrated with gratitude and wish for the prosperity of the new year. Even though it’s a celebration but people tend not to shop, except for the one who celebrates it. Because unlike Idul Fitri or Christmas where people get THR, extra money for shopping hence no shopping.
Sony wants to share the prosperous atmosphere of Chinese New Year with Sony Xperia through Lucky Dip promo starting
1 – 28 February 2016. Our Objective is to make people feel prosperous of buying Xperia Z5 series during the Chinese New Year because of the additional prizes they will get in the event.
In Chinese culture, Gold is considered as the most beautiful color. It represents completeness, wealth, and nobility. Meanwhile, prosperity itself has the same meaning with ‘having a good life’. We go with Golden Prosperity with the intention so people can have a completely good life with Sony.
PRE-ACTIVITY / INVITATION
Objective: To create buzz and awareness for the upcoming events, and invite people to join the activation.
Print Ads
Radio Ads
Social Media Engagement ( Facebook & Instagram )
Web Banner
POSM
Activation
Objective: To increase awareness of the event, so people will be interested to come and join to the event.
We would like to give a different experience to customers when they had a chance to try Lucky Dip that using Chinese attribute
and also still symbolize prosperity and not using a general attribute like Ang Pao, which is we using fortune cookies.
The message in the fortune cookie can be related to the prize. And we could hang the fortune cookies on the tree so people can choose.
