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Sony Ericsson Unveils Wap Campaign For Walkman Phones |
goldenface
Joined: Dec 17, 2003
Posts: > 500
From: Liverpool City Centre
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Sony Ericsson Unveils Wap Campaign For Walkman Phones
LONDON - Sony Ericsson has rolled out an integrated short-code and Wap campaign to promote its new Walkman range of phones.
Sony Ericsson has teamed up with Channel 4 interactive advertising, inviting Sky Digital red button viewers to text the word "music" to 80889 for the chance to win a Sony Ericsson Walkman phone.
Mobile users are then asked to view a video of the latest Sony Ericsson Walkman ad to be able to enter the competition to win a phone. The same mechanic will also run on the Channel 4 Wap site.
The campaign follows the launch of a new TV ad campaign created by Saatchi & Saatchi, which won the £50m ad campaign in September.
The campaign features the new branding device, created by the brand consultancy Wolff Olins, based on the "I (love) New York" logo. The campaign features people in everyday scenarios and replaces the love sign with the Sony Ericsson logo, giving such variations as "I (logo) it loud" and "I (logo) queuing" followed by the strapline: "I (logo) music".
The campaign was supported digitally by work done by Dare, which included banner ads and a website that featured a revolving world containing the new Walkman phones. When users select a phone, its features are displayed, the scenery changes and a dancing figure changes its dance moves in time with the music.
Catherine Frankcom, marketing manager at Sony Ericsson, said: "This is a great opportunity for Sony Ericsson to deliver further engagement with our target audiences, by offering an interactive return path on all our advertising viewed through the Sky Digital platform and by having a presence on the Channel 4 Wap site.
"In both cases, consumers can view our Walkman range ad on their mobiles and interact with the brand through the competition mechanic. Response rates are already very impressive."
The deal was negotiated by Mike Beecroft of Mediaedge:cia and Matt White, interactive manager at Channel 4.
Earlier this year, DJs at an Ibizan club night used Sony Ericsson W810i Walkman phones to mix live tracks and play their sets as part of the 'Ibiza Rocks' festival. The DJs also used the phones to mix live tracks.
The project was part of an experiential campaign conceived by agency Iris Experience to promote 'Ibiza Rocks' sponsor Sony Ericsson.
As part of that activity, Channel 4 broadcast five half-hour programmes and a one-hour special called 'Ibiza Rocks with Sony Ericsson' at the end of the summer.
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whizkidd
Joined: May 14, 2004
Posts: > 500
From: India
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I like the new add campaign! The idea of I  is great!! you unnoticingly subsitute "love" instead of Cool.
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goldenface
Joined: Dec 17, 2003
Posts: > 500
From: Liverpool City Centre
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I'd say has the highest profile at the moment with these clever campaigns.
I particularly like the Sky TV campaign. I have lost count of how many competitions I have entered in the past couple of weeks. 
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QuickShare
Joined: May 06, 2006
Posts: > 500
From: MYR
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very nice and unique advert.. but "up to 30 hours of listening time", now that's a question... can anybody confirm about this? true? 
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Quixotic115
Joined: Oct 24, 2005
Posts: 53
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is this only for people in the UK? |
A-w850i
Joined: Nov 04, 2006
Posts: 36
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I entered this a while ago and never got sent a video.
this was not posted from a w850i as I only get 1mb of free WAP/mo |
Residentevil
Joined: Feb 29, 2004
Posts: > 500
From: Raccoon City, USA
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Good campagne to advertise.
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shaliron
Joined: Jan 15, 2006
Posts: > 500
From: Melbourne, Australia
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Quote:
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On 2006-11-21 14:19:52, QuickShare wrote:
very nice and unique advert.. but "up to 30 hours of listening time", now that's a question... can anybody confirm about this? true?
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Actually, it is true, but that's on flight mode. Otherwise I'd say it's closer to 10 hours on normal, which is still pretty darn good.
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Posted: 2006-11-21 09:54
