Bauble Me – driving awareness of Sony mobile’s XZ1 at Christmas

Our contagious idea

Christmas is a time of giving, a time for sharing, a time for finding that little personal gift that stands out from the rest. It’s this pure insight that drove our creative response to Sony’s challenge to get media talking about its handset in the run up to Christmas.

Our response was #BaubleMe –  the ultimate personalised Christmas bauble.  Using the clever tech in the handset – 3D Creator, the world’s first 3D scanner in a mobile – we set out to scan customers across the country and deliver their personalised 3D printed bauble of their face in time to place on their tree before the clock turned midnight on the 25th December.

Acting as creative lead, our idea became Sony mobile’s TTL campaign across media buying, social, staff comms, partner engagement and direct-to-consumer – and of course, PR.

Fever’s very own Christmas elves visited publishing houses across the country, scanning key journalist and influencer faces and presenting them with their very own bauble just 48 hours later. Their BaubleMe gifts proved so popular that the Wired editorial team got their entire team scanned for their office Christmas tree

Working with Sony’s retail agency, we then took #BaubleMe on tour in Westfield Stratford and Manchester’s Arndale Centre over two busy shopping weekends in December, where customers could come down for their expert scans and bauble creations. Our media relations team conducted regional and national listing sell-ins so people knew it was happening, while targeted media buying in each retail location drove further reach and awareness. Sony’s ambassador team in partner stores also entered a social competition to win their own personalised baubles as part of a campaign to promote 3D creator with sales staff.

From a social perspective, we worked with two of the nation’s favourite faces, Freddie Flintoff and Jamie Redknapp, who also got the #BaubleMe treatment. We captured the scene as Freddie pranked Jamie, decorating his house with hundreds of Freddie baubles.  Not only did we have the video for owned social, but we placed it with media, along with BTS photography from the shoot, and secured interviews with Metro Online and Daily Mirror Online to spread the word and Christmas cheer. It really was the icing on the Christmas cake.

How far did it travel?

  • Over the course of two weeks in December over 80 journalists were scanned, with earned editorial and social posts ranging from the likes of Ladbible and Unilad through to The Sun, The Daily Star, MTV, Glamour, Digital Spy and Wired.

  • Jamie and Freddie’s Christmas #BaubleMe capers drove further social engagement with over 600,000 views on both Facebook and Instagram and over two hundred customers had personalised baubles delivered in time for Christmas.

  • Most importantly #BaubleMe attributed to an increase in handset sales year-on-year during the peak Christmas retail window.

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