The Brief

SONY Bloggie is a pocket-sized HD Video recorder that shares content to the web. The problem was that Australians were rapidly turning to their Smartphone for recording video; a behaviour SONY wanted them to question in order to make Bloggie the #1 MP4 Camera in Australia We needed Aussies with a passion for adventure, excitement and contribution to understand that unlike any other device, only with SONY Bloggie can you truly shoot and share anything, from anywhere. So we needed a promotional idea that pushed the Bloggie to the very limit to show just what's possible with a Bloggie

Describe how the promotion developed from concept to implementation

We used the Bloggie to document James Castrission & Justin Jones in their attempt to become the first people to ski from the edge of the Antarctic coast to the South Pole and back, completely unsupported. An adventure that would take 3 months and involve pulling 150kg sleds each over 2275km of snow and ice Every crevace and kilometre would be shot by Cas an Jonsey themselves on the Bloggie and shared with the world via content hubs across Facebook and the web. What resulted was a real time documentary from the coldest, most isolated place on earth

Describe the success of the promotion with both client and consumer including some quantifiable results

- Bloggie has subsequently become #1 MP4 camera!! - Crossing The Ice generated 1.6m post views on Facebook - Crossing The Ice generated over $7.47 million in PR value - Crossing The Ice raised over $60,000 for youth cancer charity YouCan via 'sponsor a step' idea 'In a highly competitive market, a straightforward feature-led campaign for Bloggie was simply not going to cut it. The Crossing the Ice campaign gave us a new appreciation of the unique and innovative ways we can tell stories with and about our products' Simon Hovell, Head of Brand Marketing, Sony Australia:

Explain why the method of promotion was most relevant to the product or service

With its built-in USB and HD video capabilities, the SONY Bloggie is built for the instant sharing of video to the web. We needed an idea that dramatised these key product attributes, played to Bloggie's build quality to call into question the use of mobiles for recording video and delivered a unique story to engage with: We created a real-time documentary from the coldest most isolated place on earth We recorded an historic moment in polar history We shared all this content as it happened We documented the adventure of two amazing people All content was distributed digitally