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A watertight solution
Dinsides Testpilot is an innovative tool in the battle for customers, giving them the confidence to make informed choices. This winter, the concept helped to raise the profile of the Sony Xperia Z3 Compact smartphone in the minds of mobile experts.
Readers of Dinside.no are defined as opinion leaders on technology. Through the commercial service Dinside's Testpilot, they can test products from the site's advertisers. The Sony Xperia Z3 Compact is Sony's smallest smartphone to date and stands out because it is waterproof, among other things. Products that get good test results on Dinside often appear high up in Google searches and the stories live on for a long time.
Mobile experts wanted
When Sony wanted to test the new mobile phone model Xperia Z3 Compact among end users, they were looking for a variety of iPhone users and Android users who were interested in the new product. Since most new mobile phone purchases start with the customer seeing an ad and then searching for a test of the product, Sony wanted to get Dinside's readers to test the phone before presenting potential buyers with the results in an ad campaign on Dagbladet.no.
- "What we were most pleased with was that we, together with the competent employees at Dinside, asked the right questions to find good and relevant test pilots for the product," says Frank Otterbeck, Marketing Manager at Sony. "This meant that we received varied and, not least, very positive feedback, even from those who might have been difficult to convince if they had stood in a telecom store and had to choose a mobile phone based solely on the salesperson's and their own opinions about the brand and model.
Extreme pilot uptake
The recruitment was a success: A total of 7624 Dinside readers filled out the questionnaire. In the first two hours alone, 1358 applications were received!
11 "pilots" were selected to test the phone, which scored full marks for battery life. Overall performance and camera features scored 9.6 and 9.3 out of 10 respectively. The test report, which rated the phone "very good" at 9.3, was viewed almost 17,000 times. Sony Xperia Z3 Compact sailed up the algorithms of Prisjakt, and at the end of October 2014 was the most popular phone there.
- The campaign gave very good results, after which everyone recommended the phone after testing. The Sony Xperia Z3 Compact is currently our best-selling model of the past year," says the marketing manager. After the campaign, Sony is left with email addresses for 7,000 new newsletter subscribers, a CRM base of potential buyers and increased consumer insight.
