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

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 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: N/A (Confidential) Achievement: ROI of 8+ YouTube Ads Leaderboard: #8 May 2017

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.