Sony’s latest digital ad for its flagship Xperia Z5 phone may have seemed just like a regular video, but Scandinavian viewers with a bit of an eye found that it also contained a little secret message.
The new phone has an autofocus of just 0.03 seconds, which is also the exact length of time a frame is visible in a video. The speed of the autofocus is a selling point, so CP+B Scandinavia chose to highlight it by putting a hidden message in one of the frames: an email address. Viewers who spotted it and sent an email to the address and stood a chance to win a free phone.
“We know we have creative and curious consumers who would like to engage with content like this,” Martina Johansson, Nordic brand and communications manager at Sony Mobile, told Digiday. “We wanted to show the new features in an interesting way.”
People were actually quite quick to catch the email address after the video was first posted online Nov. 18 — some within minutes. Sony didn’t drop any hints either. Viewer Tina Moen Eng was one of the first few that took notice. She emailed Sony and ended up winning a Sony Xperia Z5.
The video is part of Sony’s broader global campaign for the new Sony Xperia Z5. In the U.K., Sony unveiled its “Made for Bond” advertising campaign ahead of the release of the the new James Bond film “Spectre.” In Scandinavia, this video with the hidden frame is a fun way of showing people just exactly how fast the new autofocus really is.
According to CP+B, the idea comes from the subliminal messages that a market researcher named James Vicary stuck into a film clip in the 1950s in one notorious experiment. The words “Eat Popcorn” and “Drink Coca-Cola” flashed for a single frame — allegedly long enough for the subconscious to pick up, but too short for the viewer to become aware of it. He doctored the results of his survey, but managed to find his way into advertising lore.
“Our idea is inspired by this,” said Max Hultberg, art director at CP+B Scandinavia. “Not by affecting people subconsciously, but by adding frames that are visible for only a fraction of a second — just as fast as the Xperia Z5’s autofocus.”
According to Sony, the response has been great. Sony plans to extend the campaign with more videos, and is telling consumers to keep their eyes open on its social platforms for more undiscovered Easter eggs out there.
“I think we have confirmed what we already knew, that consumers have to be given fun and interesting reasons to watch branded communication,” said Johansson.
Foot Locker is showcasing staffers, popular musicians through social media and digital out-of-home to appeal to Gen Z
The shoe store chain is doing so in order to strengthen the relationship between the company, its employees and its consumers, all while celebrating and driving sneaker culture globally.
Member ExclusiveDigiday+ Research check-in: Brands know recession is ahead, but are hopeful it will be shallow
Brands are showing a mix of pessimism and optimism when it comes to a recession -- most believe a recession is coming, but they also think it will be shallow, according to a Digiday+ Research survey.
Why the World Cup adds to, rather than eases, all that ails Twitter
User conversations might be on the up, but the platform is still an advertising ghost town, despite the fact that the biggest sporting event in the world is happening now.
SponsoredWhy cookie deprecation is deflating performance and inflating costs for advertisers
With the full deprecation of third-party cookies on the horizon, advertisers and publishers are navigating a challenging and quickly evolving landscape. The sunset of the third-party cookie continues as usage and lifetimes fall. Their deprecation is preventing brands from effectively measuring the effectiveness of media campaigns in real-time at highly granular levels. As the industry […]
Arm & Hammer enlists TikTok influencers to help millennials, Gen Z with holiday laundry
Arm & Hammer is looking to stand out on TikTok during the holidays by creating content in collaboration with actor, cook and dad David Burtka and other influencers.
Why Shutterstock is betting on generative AI for the future of stock images
Shutterstock has begun experimenting with using generative AI, an emerging innovation that lets people enter text-based “prompts” to generate unique computer-made digital images.