Just us the mobile to shoot the Campaign.

Flash back

At first, the French Government introduced to the communication / ad industry a new idea: No more advertising on state-owned France TV in 2011.

So, the communication / Ad industry decided to create their own new big idea: No more products will be shown on TV commercial.

Outcome:Sony-Ericsson Paris creates the first ever fiction campaign made with a mobile phone! For the launch of its new mobile C702, Sony-Ericsson decided not to show the mobile, but to use it to film its campaign!

Flash Back

On February 2008, a gang stole four famous paintings from a rich person in Zurich, Switzerland. Total value: 100 millions Euros. A few days later, two out of the four paintings are found in a stolen car. 

A few days ago, Sony Ericsson has created a sequel to this real event and also the first fiction campaign made on mobile. Any link with the groundbreaking “French connection” movie which was also based on a true story?

This offbeat Sony-Ericsson campaign is based on a contest which challenges people to find the stolen paintings and earn the insurance prime of 3,000 Euros. On the website, an introduction explains the contest and starts with a video that shows two inspectors watching live the tentative deal of the two paintings to a corrupted reseller. Scenes have all been filmed with a hided Sony Ericsson mobile by Moss, one member of the gang who tried to cheat on his associates to get the insurance prime for himself. But the deal is unsuccessful. There is a series of unsuccessful tentative of deals, videos, and photos that are still been uploaded on the website. also, there are still some enigmas to solve to find the location where the gang is going to make the last deal. 

As far as I know, the deal will take place in a parking area this time. But no one knows when and in which parking yet! Once you have successfully solved the enigmas and found where the deal will precisely takes place. You will get 15 sec to find the car in which the paintings are hidden. Then make the deal and earn the 3000 Euros. that’s really quick, 15 sec…

I like this campaign. it's a good example of how to use digital and how to entertain and get valuable word of mouth on blogs and youtube. I am wondering what Sony-Ericsson Campaign II will look like?