Sony India initiates a social media campaign to promote Google TV in India

Brand Introduction

Sony India Pvt. Ltd. is the Indian subsidiary of Japan's Sony corporation, headquartered in Tokyo. The brand is one of the leading consumer electronics manufacturer and retailer in India. Sony has its footprint across all major towns and cities in the country through a distribution network of over 20,000 dealers and distributors, 300 exclusive Sony outlets and 25 direct branch locations. Moreover, Sony's 19 sales branches cover a total of 450 cities.

Problem Statement/Objective

With the increased trend of adopting OTTs, a lot of OTT platforms emerged in the Indian market. While it was a boon for the subscribers, it also brought its own share of problems. Users had to individually scroll through the apps to pick what to watch. Sony India had the perfect solution for the problem – Sony BRAVIA Google TV, which lets users browse content from across apps, and intelligently organises it as per one’s interest. Through this campaign, the brand’s objective was to make people aware about Google TV and its advantages over other UI based TVs. 

Brief

Interactive Avenues was briefed to create a campaign to build awareness and educate the audience about Google TV and its advantages over other UI based TVs in an interesting manner. 

Creative Idea

The idea was to get more and more people talking about the content consumption problem they face every day and then present the solution in a quiz format. Quiz format was shortlisted to highlight the multi-benefit offerings of Sony BRAVIA Google TV while keeping the audience engaged in a fun & quirky manner.

Challenges

Diving into the Indian ecosystem with Google TV is a challenge on its own, considering the abundant availability of different TV UIs and the lack of technical knowhow amongst the audience. The real challenge was to present the benefits of Google TV without over-loading the users with technical jargons.

Execution

To build intrigue amongst the audience and to get them talking about their experience on OTT platforms the brand published a series of ‘ENCRYPTED’ tweets without any context or reference.

Responses from the audiences:

Solution presented in form of an interesting quiz:

Results:

While the contest is still live and running till 31st Oct 2021, the interim numbers are already quite impressive. Meeting the brand’s objective in an effective manner the initiative has garnered over 7,500+ conversations across social media channels, with a unique reach of around 5 Mn+ and over 8.5 Mn impressions. With an organic approach, the campaign helped in engagement & community growth across social media channels meanwhile presenting the binge-watching solution which is only available on Sony Bravia TVs powered by Google TV In India.