Sony Ericsson - Finger Pantsula
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Alise Antrobus, Campaign Manager on the recent Sony Ericsson Finger Pantsula campaign gives us some insight on the recent Finger Pantsula campaign and some of the highlights. |
Through our collaboration with PenQuin, Sony Ericsson launched a new range of handsets into the South African Market in early August 2010.
We were tasked to create an awareness campaign around the Sony Ericsson Xperia mini and Xperia mini 10 pro handsets. The chosen concept was ‘Finger Pantsula’ based around a six week interaction.
The campaign objectives was to create overall brand awareness, handset functionality and to build awareness of the android market™ functionality of up to 75 000 apps. Sony Ericsson handsets ‘catch the moment, where ever, with whom ever and however’ was the message that also had to be delivered.
The brief was to create interest around what ‘Finger Pantsula’ is, without discussing anything around mobile or Sony Ericsson in the first phase.
By using current topics of interest and events that are top of mind we engaged and challenged the user through a competition to guess/define what this ‘FP’ is. This was done in the form of a ‘movement’
The word choice ‘movement’ had a double connotation, making it relevant to create awareness as well as bringing the fun ‘Finger Pantsula’ aspect into it.
Once the product launch phase (phase two) took place, the definition and links exposed the actual product with an analogy of the phone and functionality relating back to the ‘Finger Pantsula’ definition provided. Extended out of this was the product features etc. in phase 2.
An energy and excitement was created around what this could be, like asking for information and contributions based on users opinions.
The Finger Pantsula site was engaging and interactive, allowing users to upload, rate and share slogans as well as ‘joining the movement’ in the form of a twitter march.
The awareness was driven through Search and Social Media. Contributors shared their definition with friends via Facebook, Twitter and YouTube. The campaign was further supported by ORM , Display Banners and PPC.
Client Testimonial
‘Our seeding campaign of fingerpantsula.co.za has achieved 12,800 visits within 2 weeks through successful and targeted ppc- and display advertising, a unique composition of social media channels and finally the extension into a Wiki space. We are excited to mention that phase 2 has delivered over 26,000 unique visits and have ensured that we have achieved a target of 100,000 visits to our local sonyericsson.com site.’
‘Well done to the SE team and the Virtuosa team for this excellent online experience.’
‘The Finger Pantsula campaign is a great breakthrough for PenQuin on the SE account. For the first time we have produced a localised 360 campaign in totality: from concept, to creative, to execution’ says Flemming.
Comments Wayne Flemming, Business Unit Director at PenQuin.
