DJI - INTRODUCING SPARK

TitleDJI - INTRODUCING SPARK
BrandDJI
Product / ServiceSPARK
CategoryB04. Durable Consumer Goods
EntrantSZ DJI TECHNOLOGY CO., LTD Shenzhen, CHINA
Idea Creation SZ DJI TECHNOLOGY CO., LTD Shenzhen, CHINA
Media Placement SZ DJI TECHNOLOGY CO., LTD Shenzhen, CHINA
PR SZ DJI TECHNOLOGY CO., LTD Shenzhen, CHINA
Production SZ DJI TECHNOLOGY CO., LTD Shenzhen, CHINA

Credits

Name Company Position
Dorian Lawson DZ DJI Technology. Ltd Marketing Director
Paul B. Moore SZ DJI Technology. Ltd Creative Director
Duong Dinh Chuong SZ DJI Technology, LTD Content Producer
Michael E. Gumbrecht DJI Creative Studio Producer
Vu Quang Huy DZ DJI Technology. Ltd Cinematographer
Jonathan Brown SZ DJI Technology, LTD Copy Wirtter
Amy Li SZ DJI Technology. Ltd Production Coordinator
Alexis Odiowei DZ DJI Technology, LTD Colorist
Le Minh Cat Tuong DZ DJI Technology. Ltd Director of Photography
Marcsander Montant SZ DJI Technology, LTD Sound Engineer
JUAN CAMILO BARRIGA Freelancer Freelance DP
Steve Du DZ DJI Technology.Ltd VFX Editor
Ngo Quoc Duy SpiceFX VFX Editor
Benjamin Villasenor Basugaa Studio CO. Ltd VFX Editor
Gabriel Chan DJI Head of Digital Brand
Cody Skene DJI Senior Marketing Specialist
Christophe D’Humieres DJI Digital Marketing Manager
Samuel Memory DJI Marketing Specialist
James Thomas DJI Marketing Specialist
Amanda Ha DJI Marketing Specialist
Samuel Memory DJI Marketing Specialist
Guillaume Crepin DJI Marketing Specialist
Yoshiyuki Kawanaka DJI Marketing Specialist
Rachel Leung DJI Marketing Specialist
Raissa Mendes DJI Marketing Specialist
Producer Assistant SZ DJI Technology. Ltd Chris Wu
Jeremy Weiss DJI Creative Studio Director
Zacharia Lorenz SZ DJI Technology. Ltd Director

The Campaign

The main idea behind ‘Introducing Spark’ was to make this product more appealing to the average consumer. Some people still think 'drone' is a dirty word, so we wanted to do away with that notion and introduce the product in a fun, relatable way. By playing up its size and portability, Spark is shown in a variety of everyday scenarios similar to a mobile phone. Want to grab an aerial selfie? Just launch Spark. Furthermore, by anthropomorphizing it like a WALL-E type character with personality — “Meet Spark,” buzzing propellers, camera/gimbal as eye movement — this work conveys Spark as a warm, friendly product, unintimidating and ripe for any first-time drone user.

Creative Execution

Execution: Implementation: Facebook/Twitter/Instagram/Snapchat/Linkedin: Mass reach, education, sharing Livestream: Promote the launch of the Spark with a dedicated ad buy with Traction Labs Timeline: May 17 – Jun 28 Scale: Worldwide

Results (-7/+7 days): Reach: Over 47 million globally Engagement/Views: Over 5 million Sales: Best Selling Drone on Global Market Achievement: ROI of 8+

Strategy: Promote the latest DJI all consumer drone, the DJI Spark with a mixture of social media, youtube video and livestream advertising targeting P18-39 across USA/Europe/Japan/Korea/HK/Australia as main markets. Approach: Teaser – Announcement of upcoming product launch, focus on “Seize” and “Size” Livestream – Enhanced coverage of broadcasting of livestream Mass reach – Promote the new product for 2 weeks with scenes of how you can use the DJI Spark Education – Show how to use the new functions of the DJI Spark Sharing – Showcase UGC and further educate customers with enhanced customer experiences

Links

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