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Consumer Relations 2009 / 3rd place / Sony Ericsson W760 launch
 

Consumer Relations 2009 / 3rd place / Sony Ericsson W760 launch

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Baltic PR Awards 2009 ...

Baltic PR Awards 2009
Consumer Relations

3rd PLACE WINNER

Agency: PR Stils
Client: Jung Relations

Check out this presentation video on Youtube: http://tinyurl.com/cymyxv

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    Consumer Relations 2009 / 3rd place / Sony Ericsson W760 launch Consumer Relations 2009 / 3rd place / Sony Ericsson W760 launch Presentation Transcript

    • 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
      • T wo W760 media treasure hunts for 4 journalists each time were carried out:
      • N ear publishing house SK Latvia ( Neatkarīgā, NEXT, delfi.tehnika , Nākotnes Parks )
      • N ear 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 p hones 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