Natgeo Foto

Advertiser. Sony Ericsson.
Campaign. Natgeo Foto.
Agency. Mediaedge.

The Marketing Challenge. Capitalize the perception of Sony Ericsson as a thrilling and innovating brand in terms of image technology within a very competitive range.
The task was focused on making the brand stand out on the launch of the new Sony Ericsson Satio ™ phone, by means of a contest that invited the audience to take part in by taking a photo that represented the Latin American essence. Such contest was sponsored by Sony Ericsson and also featured the participation of Stephen Alvares, one of National Geographic’s photographers.   

Brand Insight. Being able to reach a consumer audience that enjoys taking high-quality photos and sharing them with their friends. At the same time, reaching a young audience, pioneer in technology and informed, by means of a 360 platform.

Consumer Insight. The Latin American beauty is different for each individual, and it doesn’t discriminate against age, sex, language or citizenship. Everyone in Latin America finds in photography a means of expression. The idea was taking this fact and applying it in a way that was relevant to Sony Ericsson’s target audience. As a consequence, the Nat Geo Foto contest was created.

The Communication Strategy. An aggressive on-line and on-air media campaign was run in order to encourage the demographic target to take part in the Nat Geo Foto contest. Viewers were invited to take photos that represented the Latin American essence and upload them on a microsite developed within www.natgeo.com/natgeofoto.  Stephen Alvarez (one of Nat Geo’s photographers) chose the winning photo that best represented the Latin American essence. The winner won a trip to Washington D.C. to visit the National Geographic headquarters and a Sony Ericsson Satio. 

The Creativity of Communication. The entire action was based on 6 key items; on-air customized spots, an exclusive microsite, a total consumption of on-line media, social networks components, e-mail marketing and broadcasting activities. The on-air spots along with the on-line media consumption redirected viewers and users to an exclusive microsite. Within this microsite, users could register and participate in the contest by uploading their photo, in order to win the prize of a trip to Washington D.C. and the new Sony Ericsson Satio. Several massive e-mails were also sent to more than 2 million registered users on Fox’s database. Using all of these resources, we were able to attract interest in Latin America and help Sony Ericsson meet their goals.    

The Results. The contest participants sent over 16,000 photos. The microsite generated more than 200,000 unique visits and more than 1,500,000 page views because of the “Nat Geo Foto” contest in a one-month period. More than 600,000 votes and 3,000 photo comments were also generated as a result.