Frances O'Neil
Managing Director at Saatchi & Saatchi Frankfurt
Frankfurt am Main, 德国
标题SenseMe
广告公司
广告战役 Music Campaign 2007 - Sony Ericsson
广告主 Sony Ericsson
品牌 Sony Ericsson
Posted7月 2008
产品 W910i Walkman Phone
行业领域 手机与寻呼机
剧情简介 SUMMARY:

Nokia, Sony Ericsson, Samsung and Motorola all compete aggressively for leadership in the mobile handset marketplace across Europe.


In 2006, Nokia had a 30.6% volume share in Russia and 38.9% in Poland. Sony Ericsson was number 2 in Poland with 20% and number 3 in Russia with 11.7%. Consumers also perceived Nokia as leaders in all relevant brand image criteria.


Mobile handset advertising is seen as functional, with no brand having yet fully explored the emotional territory, so the opportunity was to exploit this lack of differentiation in communication.


Business objectives were to grow faster than Nokia in total CEEMEA region, especially in Russia & Poland in 2007, with a market share growth rate of at least 10%. The campaign also aimed to overtake Nokia in the “Leadership in music” brand criterion and increase ‘Brand Purchase Consideration’ scores in Russia and Poland, by at least 20% in both markets.


In a category driven by technological innovation, it was decided to pursue a strategy focused around the music category. At the end of 2006, a new brand identity was introduced, Sony Ericsson ‘Walkman’ phones, a new and innovative portfolio to challenge market leader Nokia, aimed at two key target audiences, opinion forming ‘Pioneer Youth’ and ‘Mainstream Youth’, influenced by the first.


The media strategy, ‘Brighten Your Day’, focused on delivering ‘mood enhancement’ to their daily routine by bringing fun, colour and music enjoyment to their lives.


There were three key phases, ‘Announce’, focused on awareness and ensuring high visibility; ‘Showcase’, transforming key urban commuter travel hubs and ‘Engage’, a fully integrated strategy including music concerts, OOH and online, in the lead up to
MTV European Music Awards Sponsorship.


The key message “You can’t get closer to your music!” was delivered in a two phase approach designed to increase the awareness of Sony Ericsson walkman phones and take consumers on an exciting ‘musical mind trip’. In both markets, the goal of a 10% market share increase was exceeded.


The communications strategy achieved significant gains in the “Leadership in Music” criterion, overtaking Nokia in both markets. This significantly drove Brand Purchase Consideration, which led to a bigger market share growth rate compared to Nokia…..all with a significantly lower budget.
媒体类别 互联网广告/横幅
客户总监
客户经理
Interaction Account Manager
客户主管
Managing Director

People related to this work

相关作品

Trending

Create a free Talent profile and become a member of AdForum

Get Started