Sony’s Bloggie to record world-first Antarctic attempt via Naked Communications campaign
In the first campaign with Naked Communications Sydney as lead agency, Sony Australia and the Sony Foundation’s You Can program has launched a new initiative called “Share Your Journey”.
To kick off the campaign, home grown adventurers Cas and Jonesy will attempt a world-first Antarctic adventure.
The campaign will focus on Sony’s Bloggie social network camera product range.
The campaign invests in content to drive PR and online word-of-mouth, and will also be supported at retail. In support of the campaign, five dollars from every Bloggie puchased will also be donated to You Can – to help create a better future for young Australians with cancer.
Says Simon Hovell, head of brand marketing Sony Australia: “When we examined the audience for Bloggie and what the You Can initiative is setting out to achieve, it became clear that a content strategy was needed to lead this campaign, with the creation of opportunities to interact and engage. Cas and Jonesy are set to tell one of the most remarkable stories of 2011 as the duo bravely push their bodies to the limit, and Sony has an important role in helping them tell this story.”
The adventure for Cas and Jonesy starts in just 75 days. In 100 years of polar exploration no one has ever managed to achieve this feat, which borders on the limit of human endurance. Cas (James Castrission, 29) and Jonesy (Justin Jones, 28) will each transport everything they need to survive for the three-month trek in two 160kg sleds, which they will drag over 2,200kms through one of the Earth’s harshest environments. The expedition will coincide with the 100 year centenary of Scott and Amundsen’s race to the South Pole and for Cas and Jonesy, the ever-present risk of yawning crevasses, piercing cold, hypothermia and frostbite are challenges the team will need to deal with on a daily basis.
The challenging yet stunning journey will be captured and shared using Sony’s latest range of Bloggie cameras, which will deliver high-definition images from the remote, icy Antarctic
environment. “The Bloggie category shares more than just the same target audience with You Can. Bloggie has been designed to let users share a story – whether you want to express an emotion, capture a memory or attempt a world-first,” Hovell continued.
The Cas and Jonesy Antarctic expedition also endeavours to raise funds for the You Can
campaign, which supports young people in Australia with cancer. Young Australians with cancer do not receive specialist treatment and are placed in either paediatric or adult wards. Supporters of Cas and Jonesy can “Sponsor a Step” of their Arctic adventure with all funds raised going towards the creation of specialist You Can youth cancer centres.
Campaign: “Share Your Journey”
Company: Sony Australia
Strategic agency: Naked Communications
Creative agency: Euro RSCG Australia
Retail agency: iris
PR agency: Hausmann Communications
17 Comments
Thats very boring – Sony used to be about creativity, now it’s dull
Your strategy is showing ‘naked’. And the punters don’t give a shit about strategy.
Epic idea. Love the ambition. Ultimate product demo. This will fly.
As usual a nice spin, however this is marketing fluff really. If the client seriously believes that this is going to add anything towards shifting the product, think again. He got his name on the release though. Gold.
Nice.
How many agencies do you need to create a piece of crap? Four apparently!
nice work sony and co…
That’s a lot of effort to sell whatever it is – a camera? Who the hell is going to do this and for what reward?
This will shift the product, but it will be like big brother in the sense that people watch it for the first few minutes then switch off.
This will get kids talking about the phone job done, I think as far as creative goes naked talk a big game but rarely produce the goods.
However we’ve got to remember that advertising is also about shifting products, which this will certainly do, average concept that will work.
Watched the video but still don’t know what a bloggie is
Wow. Naked or not it shows balls. Instead of spunking money in paid media it does something newsworthy enough to create its own attention. And it does this in a way that perfectly dramatises the products features. Hard to find fault in this idea, but if there is this blog will find a way.
Good work to all involved.
And nofluff what name should the client have used? Yours?
Cool
Why don’t they give the camera to a real adventurer rather creating this fake shxt. I’m so over create an event and film it. It’s so contrived.
Umm…what happens if they both disappear in the antarctic wilderness? It’s a very hostile place. Did that occur to anyone? Ohhh…i see. That’s phase two of the coms. Two annoying adventurers with Sony camera holding clues to their last moments. Genius.
hi 7.53 you aer a fool buger. They are real explorers, this is looks like a ‘real’ camapign in every sense of the word, and not ‘fake shit’ But then again what would I know?
Am I missing something or is this a rather big idea?
It’ll continue Naked’s barren run at Cannes simply through the presence of the words,”world first” in the case study.
And it just seems as though the content will actually end up being being rather boring.