Jānis Vanags account manager, PR Stils W760 launch
W760 <ul><li>Sony Ericsson W760 –  </li></ul><ul><li>first Walkman phone with built in GPS </li></ul>
<ul><li>Qualitative goals  for W760 campaign:  </li></ul><ul><li>Establish the W760 as the ideal music phone for an active...
Sony Ericsson W760 <ul><li>W760 launch activities in Latvia consisted of two parts :  </li></ul><ul><li>1)  Media activati...
Sony Ericsson W760 <ul><li>2)  Consumer activation: Treasure hunt   </li></ul><ul><li>Treasure hunt was intended to take p...
Sony Ericsson W760
<ul><li>Results : </li></ul><ul><li>W760 was established in media as the ideal music phone for an active lifestyle with in...
W760
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Consumer Relations 2009 / 3rd place / Sony Ericsson W760 launch

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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

Published in: Business, Technology
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Consumer Relations 2009 / 3rd place / Sony Ericsson W760 launch

  1. 1. Jānis Vanags account manager, PR Stils W760 launch
  2. 2. W760 <ul><li>Sony Ericsson W760 – </li></ul><ul><li>first Walkman phone with built in GPS </li></ul>
  3. 3. <ul><li>Qualitative goals for W760 campaign: </li></ul><ul><li>Establish the W760 as the ideal music phone for an active lifestyle </li></ul><ul><li>Position Sony Ericsson as a brand who produces highly innovative phones </li></ul><ul><li>Push the positioning of Sony Ericsson being a brand who understands music </li></ul><ul><li>Create engaging opportunities for consumer interaction </li></ul><ul><li>Quantitative goal for W760 campaign was a total PR return on investment of 200% (compared to ad value) </li></ul><ul><li>Target audience - pioneer youth , mainly 15-24 years old </li></ul>Sony Ericsson W760
  4. 4. Sony Ericsson W760 <ul><li>W760 launch activities in Latvia consisted of two parts : </li></ul><ul><li>1) Media activation - Treasure hunt </li></ul><ul><li>A personal approach to test sampling by making customized urban treasure hunts for targeted journalists were carried out </li></ul><ul><li>T wo W760 media treasure hunts for 4 journalists each time were carried out: </li></ul><ul><li>N ear publishing house SK Latvia ( Neatkarīgā, NEXT, delfi.tehnika , Nākotnes Parks ) </li></ul><ul><li>N ear publishing house Lilit ( Cosmopolitan , Cosmopolitan .lv, FHM , Patron ) </li></ul>
  5. 5. Sony Ericsson W760 <ul><li>2) Consumer activation: Treasure hunt </li></ul><ul><li>Treasure hunt was intended to take place in an urban setting with music related activities </li></ul><ul><li>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 ) </li></ul><ul><li>Google maps and photos of hiding places were uploaded on Sony Ericsson’s endorsed website www.esmilumuziku.lv . </li></ul><ul><li>Banners announcing the forthcoming event were placed on largest social networking site www.draugiem.lv the previous day. </li></ul>
  6. 6. Sony Ericsson W760
  7. 7. <ul><li>Results : </li></ul><ul><li>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” </li></ul><ul><li>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 </li></ul><ul><li>Approximately few hundred people participated in the actual search process </li></ul><ul><li>24 clippings exceed the initial goal of a total PR return on investment of 200% (compared to ad value) </li></ul>Sony Ericsson W760
  8. 8. W760

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