An expressive selfie is worth a thousand words. And in this world of Twitter-shortened communication and pithy Facebook posts, the selfie phenomenon has spread like wildfire. The chaps at Being Indian, a humour channel on Youtube, are back with an outrageously funny take on the many different, not-so-important moments to take a selfie. This video has been released to digitally launch Sony Xperia C3 as 'The World's Best Selfie Phone' with a sequel to the popular 'Every Delhi Girl In The World' video.
The video is targeted towards the youth and according to Fukushima, internet penetration among Sony's target audience is very high at the moment. "With the increase in internet speed, usage of mobile platform and consumption rate of video content, a digital video made perfect sense. Moreover, digital video campaigns have a greater impact and recall at about 10 per cent the cost of a television commercial," he adds.
Why did Sony choose to showcase a girl in the video? According to Siddharth Narula, president (revenue), Culture Machine Media, the video was devised in a way to integrate the brand with the most trending formats on YouTube. According to him, the 'Every Delhi Girl' video (a parody on a stereotyped Delhi girl) was trending the most then.
The promotion route taken for this video was native advertising. Given the humorous nature of the video, Sony wanted more organic promotion so that the shareability increased while, at the same time, the user got the information about the product.
Xperia C3's marketing efforts focused on online media along with a fair presence on print media. Online media had a healthy mix of SEM, display and mobile advertising. It was also supported by shop-front display.
The challenge, according to Sony, was to make an impact in the TG's mind-space about the product. "The smartphone ecosystem is cluttered with competition. At Sony, we aim to come up with innovative campaigns to capture our target audience's imagination and Xperia C3 selfie video is an endeavour in the same direction," says Fukushima.