Romy-Eva Creative - Westersingel 97

Sony Showtime

• Client: Sony
• Creative: Romy Eva Wiese
• Art: Melina De Ruijter
• Video: Vincent Schuttel

“Be Bigger, Bolder, Brighter… It’s SHOWTIME!”

The Challenge
For the introduction of Sony’s new flagship devices: the Sony Z3 & the Sony Z3 compact, Sony approached for an incentive for Dutch retailers to bring this device top-of-mind.

The product was there. With some unique USP’s such as water- and dustproof, a stunning design and high-end specs: we were convinced. All that was left for the audience was to love it as much as we did. So we created a game to win the hearts and minds of the Dutch retailers in a lighthearted and playful way.

Showtime
Showtime. Create your own Sony star, such as Beyoncé, Michael Jackson or even Spiderman, stay on top and let your celeb shine the brightest! By being multi-talented they can be: bigger, brighter, bolder.

You’re not alone. Throughout the game there were coaches who were inspired by Sony Z3 USP’s, who helped you succeed.

A strategy that includes an offline experience of actually testing the device and triggering the retail specialists to review and compare the device to other smartphones.The kickoff of the incentive was spectacular, a big Sony tour-bus accompanied by Spiderman pulled up at several locations, filled with drinks, bites and music. By including game elements such as USP reviews, weekly exams, sales battles and achievements, the game was a most effective tool to effectively learn while keeping it appealing and fun. Engagement was rewarded, winners of the review challenge got to keep the phone, the user with the highest individual exam score received a brand-new PlayStation 4 and the best selling shop received a spectacular full VIP treatment to a Sony Premiere Night.