Sony Ericsson w800i – Launching Strategy and Campaign

Posted on January 18, 2009 |

Agency: 360 below the line

Client: Sony Ericsson

Product: w800i

Date: June/ 2005

*Download original presentation here*

Background:

Sony Ericsson was about to release a revolutionary cell phone: the w800i.

Revolutionary because of its unique orange color, its unique features – 2 megapixels camera, music player with dedicated keys and long lasting battery – and its griffe – the cell phone was relaunching the Walkman brand.

Demand:

The agency was hired to develop a low cost launching campaign and to localize its communication – “Always Connected to Your Music” - in order to sustain the worldwide launch synergy.

Development:

The strategy to reach such a broad target with a scarce budget was to explore the places and situations where our potential consumers could be found, always focusing on them urban profile.

Its communication had to be aligned with the w800i’s uniqueness in order to help building its brand and positioning, being innovative and unlike anything that has been done so far.

Execution:

Some weeks before the official launching the main streets of Itaim, Vila Olímpia, Brooklyn and Jardins received an expressive number of Graffitti interventions (15) based on the Music/ Dance theme and exploring the orange color allusive to the product.

Two blank panels were mounted alongside the Faria Lima and Juscelino Kubitschek Avenues where, at night, a special projection could be spotted highlighting the w800i’s main features and positioning.

A special place was mounted at the corner of Amaury Street (famous for its restaurants) and Faria Lima Avenue merging these two communications: Graffitti intervations on its walls and a thematic panel over it, where nightly projections took place.

In addition to that, a demonstration booth was mounted at the Iguatemi Mall and two promotion’s teams visited bars, universities and gyms for a hands-on experience.

Sony Ericsson w800i – Urban Interventions

Result:

The whole effort, that was expected to last from July to December, had to be halted on October due to its success: all the w800i brought to Brazil were sold out!

Sony Ericsson of Brazil was awarded by the main office as the best launching effort in Latin America.

The project won a Grand Prix as “Promotional Case of the Year” in 2006 and four other awards at different Festivals.

» Filed Under activation, art-direction, branding, campaign, creativity, events, planning, product launching