We all have two sides to our personality and, in daily life, we constantly play one against the other. One side wants to write tomorrow’s presentation while the other believes now is the time to set a new a high score on Candy Crush. One side wants to catch up on current affairs, but the other would rather watch cat videos on YouTube. A series of three online films feature Robert and Robert, Lisa and Lisa, and Marla and Marla. These ‘remarkably similar characters’ with quite contrary personalities, demonstrate that any need, any demand, and any desire can be met by the incredible versatility of the range of Intel powered Sony VAIO® 2-in-1 devices which are both a tablet and laptop PC in one.
Philosophy
In order to drive demand for the Sony VAIO 2-in-1 family, first in key urban U.S. markets and later on a global scale, we had to inspire and educate people during their research phase and driving sales.With this campaign we have let people experience the full potential of Sony’s VAIO 2-in-1 family in a way that connects with them on a deep emotional level. Inspire with tangible, real-life user scenarios using pairs of intriguing characters that embody the product virtues, who appear totally similar but with very distinctive personalities.
Result
53M impressions in 3 months on properties relevant to the audienceVideo impressions had an amazing 79% completion rate50M impressions lead to 450K engagements, a ratio of almost 0.9%Drove online sales by bringing storytelling closer to transaction moment.