PRODUCT LAUNCH2005

HIGHLIGHTS

- Through the understanding of the local market and consumers, its drivers and expectations, Sony Ericsson of Brazil was able to maximize the efficiency of the proposed worldwide communication for the launching.

- Due to the successful work developed, Sony Ericsson of Brazil was awarded by its main office as the best launching effort in Latin America.

BACKGROUND

Revolutionary due to its:

Sony Ericsson was about to release a revolutionary cell phone: the w800i:

GRIFFEthe cell phone was relaunching Sony’s Walkman brand, 20 years later

FEATURES2 mp camera, music player with dedicated keys and long lasting battery

VISUALUnique orange colour

CHALLENGE

The agency was hired to develop a low cost launching campaign adapting its worldwide communication:

“Always Connected to Your Music”

MARKETThe w800i was one of the first devices to mix, in a effective way, both the cellphone, camera and mp3 player functions.

Therefore, it had many different competitors:

CATEGORYmp3 cellphones

STYLEtrendy-phones

FUNCTIONdedicated devices

CONSUMER

Cellphone penetration was starting to gain traction in Brazil, with a growing 56mi users base (out of 152mi habitants), being:

- Almost 50% (27mi) located at the Brazilian South-Eastern region, where the big urban centres like Rio de Janeiro and Sao Paulo are.

- Among them, almost 50% (13mi) in the 20-39 y/o range.

- 85% prepaid x 15% contract

Source: Brazilian Institute of Geography and Statistics, 2005 - http://www.ibge.gov.br/

PROFILESPREPAID

Work phone

- Simple but reliable- Inexpensive- Long lasting battery

“I depend on my mobile to work, to have work.”

Personal phone

- Status/ Trend- Design- Feature-driven

“My cellphone reflects who I am!”

CONTRACT

TARGET

PERCEPTION

Market perception at the time was that convergence resulted in devices...

“that were too bulky to be used as cellphones,

or too clumsy to be used as music players”.

OPPORTUNITY!

The first one to offers their users a complete “out-of-the-box” solution for music on-the-go:

PRODUCT

- 10x more music capacity

- high-quality earbuds

- dedicated keys

- long-lasting battery

- intuitive UX ...

That was reinforced by Walkman’s brand adoption

POSITIONING

Always connected to your music

All that information led to the insight that the worldwide Communication campaign

INSIGHT

had to be not only related to the music itself, but also reflect product’s uniqueness and the urbanity of its potential consumers.

“LOCAL” INSIGHT

COMMUNICATIONSTRATEGY

The strategy to reach a broad target with a scarce budget was to explore the places and situations where our consumers

could be found, focusing on their urban profile.

Its communication had to be aligned with the w800i’s uniqueness in order to help building its brand and positioning,

being innovative and unlike anything that has been done so far.

EXECUTION

Weeks before the official launching the main streets at Sao Paulo’s wealthiest neighbourhoods received an expressive number of Graffiti interventions, allusive to the product.

EXECUTION

Two blank panels were mounted alongside the high-traffic central avenues where, at night, a special projection could be spotted highlighting the w800i’s main features and positioning.

EXECUTION

In addition to that, a demonstration booth was mounted at the Iguatemi Mall - city’s oldest and wealthiest - and two teams

visited bars, universities and gyms for a hands-on experience.

Video online at - http://youtu.be/wZI0yedAtQ8

RESULTS

The whole effort, that was expected to last from July to December, had to be halted on October:

all the w800i brought to Brazil were sold out!

Sony Ericsson of Brazil was awarded by the main office asthe best launching effort in Latin America.

The project won a Grand Prix as “Promotional Case of the Year” in 2006 and four other awards at different Festivals.