Brand | SONY ERICSSON |
Product/Service | W995 MOBILE PHONE |
Entrant | MEDIAEDGE:CIA Dubai, UNITED ARAB EMIRATES |
Category | Best Integrated Media Campaign |
Entrant Company: | MEDIAEDGE:CIA Dubai, UNITED ARAB EMIRATES |
Media Placement: | MEDIAEDGE:CIA Dubai, UNITED ARAB EMIRATES |
Credits |
Results and Effectiveness
Over 60% of the target audience was reached with the TV Integrated Promo!!
Generated over 600 million TV impressions across 7 markets in MENA!! All this at approximately 50% lower cost-per-thousand vs. Sony Ericsson’s overall average!!!
TV, Radio & Online exposure of this activation was worth over $12million
ONLINE: 11.4 million impressions delivered on BAH microsite!! On Video on Demand site, 3.8 million views of the integrated promo!! CTR on banner was 7.44%
But most importantly, sales targets were achieved in 2 months!
Creative Execution
Consumers were actively engaged across all touchpoints:
Special BTL packaging for W995 BAH phone was created to push this unique never-done-before partnership & drive awareness at store level.
Integrated promo (showcasing W995) was created with MBC1 TV creative team & aired across MBC1 & four other MBC channels. This integrated promo was also aired on UAE cinemas.
Radio ads were created & aired on MBC radio stations.
Sponsorship of BAH dedicated microsite & Video On Demand site was done to further own the activation. Viewers could see full episodes of BAH Season 4 two-three days after TV airing. Complete W995 branding, including SE BAH W995 TVC playing before & after each episode (which the consumer cannot forward!!).
An online campaign was negotiated with mbc.net to push this activation further
Entire campaign was supported across Print & Outdoor as well.
Holistically supported across every touchpoint!
Insights, Strategy and the Idea
Our challenge was to launch W995 mobile during Ramadan & to showcase its movie playing capabilities. We needed to achieve sales targets across MENA in a recession-hit region, where consumers were not replacing their phones as often as they used to.
Insight & Research showed that Bab Al Hara (BAH) is one of the Top 3 Ramadan programs watched in the region & has a religious following across all age groups. BAH is aired only once a year on MBC1 during the 4 weeks of Ramadan & generates an average rating of 25.
The idea was to partner with BAH & to create a special BAH W995 phone edition, which came pre-loaded with content: entire season 3 of BAH, ringtones, games & wallpapers. Consumers who purchased the phone were given a “Key” to watch 4 minutes exclusive daily ‘Mobisodes’ of Season 4 a day before the episode aired on TV.
Credits
Mohan Nambiar |
Mediaedge:cia |
Managing Director |
Leena Kewlani |
Mediaedge:cia |
Director Mec:access |
Fatima Shaikh |
Mediaedge:cia |
Group Account Manager Mec:access |
Vikrant Shetty |
Mediaedge:cia |
Account Manager Mec:access |