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Jānis Vanags account manager, PR Stils
W760 launch
W760
Sony Ericsson W760 – first Walkman phone with built in GPS
Qualitative goals for W760 campaign: • Establish the W760 as the ideal music phone for an
active lifestyle• Position Sony Ericsson as a brand who produces highly
innovative phones• Push the positioning of Sony Ericsson being a brand who
understands music• Create engaging opportunities for consumer interaction
Quantitative goal for W760 campaign was a total PR return on investment of 200% (compared to ad value)
Target audience - pioneer youth, mainly 15-24 years old
Sony Ericsson W760
Sony Ericsson W760
W760 launch activities in Latvia consisted of two parts:
1) Media activation - Treasure hunt A personal approach to test sampling by making
customized urban treasure hunts for targeted journalists were carried out
Two W760 media treasure hunts for 4 journalists each time were carried out:
• Near publishing house SK Latvia (Neatkarīgā, NEXT, delfi.tehnika, Nākotnes Parks)
• Near publishing house Lilit (Cosmopolitan,
Cosmopolitan.lv, FHM, Patron)
Sony Ericsson W760
2) Consumer activation: Treasure hunt
• Treasure hunt was intended to take place in an urban setting with music related activities
• In the morning 4 phones were hidden in a place that makes sense for the product proposition – music (National Opera, Music Academy, Concert hall Arēna Rīga, open air stage in Mežaparks)
• Google maps and photos of hiding places were uploaded on Sony Ericsson’s endorsed website www.esmilumuziku.lv.
• Banners announcing the forthcoming event were placed on largest social networking site www.draugiem.lv the previous day.
Sony Ericsson W760
Results:
• W760 was established in media as the ideal music phone for an active lifestyle with included GPS receiver and speakers and some journalists called it “best Walkman phone”
• Engaging opportunities for consumer interaction were created through consumer treasure hunt. www.esmilumuziku.lv received almost 3000 unique visitors on the day of Treasure hunt
• Approximately few hundred people participated in the actual search process
• 24 clippings exceed the initial goal of a total PR return on investment of 200% (compared to ad value)
Sony Ericsson W760
W760