SONY BRAVIA “buzz” campaign

The company „Sony Baltic” planned to carry out advertising campaign of the new BRAVIA TVs. Campaign had a small budget.

In order to gain the maximum investment return in communication it was decided to carry out an untraditional „buzz” campaign. Two weeks before the advertising campaign on TV outdoor advertising objects – 3 large red bunnies (similar bunnies could later be seen in the BRAVIA advertisements) were placed on the streets in Riga centre (including by the President’s Palace). „Prospero” task was to develop the „buzz” campaign and to ensure 1) target audience’s curiosity and discussions about the bunnies, 2) publicity of the „bunnies” on TV and other mass media. In the end the “bunny secret” was revealed by press release with explanations and information on the new brand and advertisements on TV.

In Latvia the largest free publicity was reached among all European countries where the campaign was carried out. Publicity: 4 stories on TV news (Panorāma, LNT TOP 10 etc.), 5 publications in newspapers (Diena, 5 min, etc.), news on the Latvian Radio and radio SWH, buzz, bunny pictures and discussions in more than 10 news and social portals. The publicity revealed the main messages.

Placement of bunnies on the streets of Riga and the targeted untraditional PR campaign created unexpectedly large interest from the citizens and media. In the OMD Snapshot survey 40 per cent of the respondents admitted that they have noticed the bunnies in the city and 74 per cent admitted that the bunnies are related to SONY BRAVIA advertisement.