| Title | HOPPER INVASION |
| Brand | SONY ERICSSON |
| Product / Service | MOBILE PHONES |
| Category | C01. Integrated Campaign Led by Direct |
| Entrant | SAATCHI & SAATCHI Singapore, SINGAPORE |
| Entrant Company: | SAATCHI & SAATCHI Singapore, SINGAPORE |
| DM/Advertising Agency: | SAATCHI & SAATCHI Singapore, SINGAPORE |
Credits | |
| Name | Company | Position |
|---|---|---|
| Andy Greenaway | Saatchi & Saatchi | Chief Creative Director |
| Richard Copping | Saatchi & Saatchi | Executive Creative Director |
| Richard Copping, Eddie Wong, Jon Loke | Saatchi & Saatchi | Art Director |
| Andy Greenaway, Ranadip De | Saatchi & Saatchi | Copywriter |
| Play Films, RCR (Barcelona) | PlayFilms, RCR (Barcelona) | Production Company |
| Tonny Petrossian | Director | |
| David Clarke, Julie Chung | Producer | |
| Gywnn Wong | Saatchi & Saatchi | Agency Producer |
| Black Magic, Reeloco | Black Magic, Reeloco | Post Production |
| Song Zu Singapore | Song Zu Singapore | Audio Production |
| BM Communique PR London | BM Communique PR London | PR Agency |
| Media Edge (MEC) | Media Edge (MEC) | Media Agency |
| Iris | Iris | Activation Agency |
| Sandy Nicholson | Photographer | |
| Terry Ong | Saatchi & Saatchi | Production Manager |
| Robbie Bempasciuto, Celevel Butler, Pim Pritsangkul | Saatchi & Saatchi | Account Service |
Soon after the iPhone launched, Sony Ericsson’s market share plummeted. They’d misread the market and underestimated the impact that smart phones would have on the industry. It took them two years to create their own range of smart phones. But by the time they were ready to go to market they were way behind the competition. In fact, financially they were in the red. Which meant they had to do something dramatic, unexpected and mould breaking.
The idea was simple. The space hopper was iconic. The involvement was high.
We launched a movement around an iconic toy from the seventies. The movement was fueled by online events, an invasion of a city and the world’s first online flashmob.
* Sony Ericsson met their sales targets in 3 months instead of the projected 6 months. In key markets like the UK, they were selling 10,000 units a week. * 3.2 million views of the viral video on Youtube and hopperinvasion.com * 270,000 space hoppers were created on the site. * A quarter of a million people took part in the online flashmob. * 177,000 new emails were registered in the Sony Ericsson database (+6% increase on current database).