LONDON - Sony Ericsson has kicked off its space hoppers marketing campaign, asking consumers to create their own hopper to take part in an online flash mob.
The global campaign, by Saatchi & Saatchi and Dare, is to promote the Yari, Aino and Satio trio of handsets.
The TV campaign asks ‘What if dreams could become reality?' and features people bouncing down the street on coloured space hoppers. The ad ends with the words ‘We're here to make it happen. Make.believe.'
Hopper Invasion by Sony Ericsson
Sony Ericsson has been recruiting a new generation of followers with the Hopper Invasion, an interactive campaign launched with a flash mob of hoppers in Barcelona. The YouTube video points viewers to the Hopper Invasion site where they are encouraged to create their own customized hopper and sign up for updates from Sony Ericsson. It’s all part of the Entertainment Unlimited and Make.Believe branding behind three new phones, the Yari, Aino and Satio, and part of the lead up to the November 3 launch of Rachel, Sony’s first Android phone, the Xperia X10.
Mayhem. Madness. Hundreds of people. Hundreds of hoppers. Get ready for a sneak preview of what happened when Sony let a load of hoppers loose on the streets of Barcelona.
Visitors are invited to create their own hopper -- specifying eyes, nose, gaping mouth, even tattoos -- before giving it a name and entering their email address. As with all flash mobs, the time and place are being kept top secret at present; however, all participants will be informed of the exact time and place of the online invasion in which they can spot their own bouncing character.
A video shot with Satio showing the chief hopper projection on the Ericsson Globe in Stockholm on the night of 20th of October 2009.
The Hopper Invasion campaign was developed at Saatchi & Saatchi, London, by executive creative director Richard Copping and art director Eddie Wong.
Media was handled by MEC.