2010 Winners & Shortlists

Results and Effectiveness

For the first time, Rotana Music and Al Rabia cross-promoted each other!! Over $ 5.1 million worth of TV exposure generated from this activation!! Over 73,000 votes received in 13 weeks from the region!! First-run and re-run of Perfect 10 both ranked in the Top 5 programs on Rotana Music!! Sales targets exceeded for both brands across MENA region: - 28% for W595, 24% for W705!!

Creative Execution

A fully branded show was created: - W595 animated opening credits - Constant Perfect 10 logo presence during the show - SE brand colors being utilized as show backgrounds - Weekly music themes appearing in the SE logo format “I @ Romance”. - Countdown numbers appeared on W595/ W705 phones. During the song, phone appeared at the bottom of the screen (ensuring constant presence). - Every week, a particular feature of the phone (TrackId, SenseMe & Shake Control) or accessory (Desk Speakers, Bluetooth Watch) was demonstrated by the presenter during the show to raise awareness. - Viewer could sample music tracks through W595/W705s ‘live’ interface, where he could interact & engage with the phone. Enhanced the show further: - Partnered with 107.8 Al RabiaFM (UAE). Created radio version of the show to enhance engagement & awareness. - Show episodes uploaded onto youtube.com & linked to Perfect 10 microsite

Insights, Strategy and the Idea

Our challenge was to push W595 & W705 in MENA & meet sales targets in a recession-hit region. Multi-market TGI & focus groups showed that 15-25 Arab youth are almost possessive about their music. They need to be in control of what they are listening to, wherever they are and share with others. While they are aware of ‘music phones’ and SE Walkman phones, they are completely unaware of the various Walkman features. Never done before, we created an hour-long themed music chart show series called Sony Ericsson Perfect 10 on Rotana Music. Youth was asked to log onto www.rotanaperfect10.com via TV, Radio, Digital & SMS to vote for their favorite song across specific themes created each week (Top 10 Divas, Romance Hits etc). The show gave the youth the opportunity to be in control of their music and dictate what they wanted to hear.