2010 Winners & Shortlists

Results and Effectiveness

Over 33,000 visits on the microsite across 13 weeks!! Sony Ericsson Ad Banner on microsite had a CTR of 2.14%!! Over 4000 votes received in only 13 weeks on www.mbc.net/top8 from KSA!! Sales targets exceeded across both brands in KSA! - 12% for W595 - 7% for W705

Creative Execution

Branded sponsored show was created on Panorama FM with a strong & engaging digital platform. On the microsite, listener could sample music tracks through W595/W705s ‘live’ interface, where he could interact & engage with the phone. Here the phone acted as though you actually had it in your hands & were actually listening to music. For example, it vibrated when you would change tracks (Shake Control), tracks were displayed on the screen, volume controls etc. On radio, RJ drove people to engage with the phone & to vote for their favorite music. Each week, votes were compiled to form the Sony Ericsson Top 8 branded show. Every week, a particular feature of the phone (TrackId, SenseMe & Shake Control) or the phone itself was explained to the listener through the RJ. Phone calls during the show with various listeners Show & microsite were promoted heavily across www.mbc.net

Insights, Strategy and the Idea

Our challenge was to push W595 & W705 in KSA. Meet sales targets in a recession-hit region. Most importantly, engage with the Saudi youth. 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 Top 8 on Panorama FM. Youth was asked to log onto www.mbc.net/top8 via the radio show and 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.