| Titel | Shake |
| Agentur | Saatchi & Saatchi Frankfurt |
| Kampagne | Music Campaign 2007 - Sony Ericsson |
| Werbende | Sony Ericsson |
| Marke | Sony Ericsson |
| Posted | Juli 2008 |
| Produkt | W910i Walkman Phone |
| Geschäftsbereich | Handies & Pagers |
| Story | 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 cant 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. |
| Medientyp | Internetanzeigen |
| Etatdirektor | Mike Cuva |
| Kundenbetreuer | Kristina Cook |
| Interaction Account Manager | Ian Edwards |
| Account Executive | Aliaksandr Kisel |
| Managing Director | Frances O'Neil |
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