Sony Ericsson W910i

The challenge

Launch of the Sony Ericsson W910i.
The brief was to:

• Interact online with the target audience in a relevant environment through online media and integrated activity
• Drive awareness of the new Sony Ericsson W910i handset
• Key communication - “ShakeControl” and “SensMe”
• Demonstrate music credentials and their understanding
• Get it talked about, build credibility and seek endorsement
• Drive consumers to experience the new handset

The main challenge was the high competition of music devices flooding the market, plus the new iPod was launching, so with lots of clutter we needed cut through.

The solution

In order to communicate these two main objectives, we put together a bespoke campaign which demonstrated in an extremely creative and interactive way, why users should buy the new W910i

• Sponsorship of XU
  Xu - music you control - was an innovative show on XFM which put the music in the listeners’ control. Sony Ericsson launched new software on their phone called SensMe, allowing owners to choose and create their own playlist, so they stay in control of their music. Sony Ericsson took complete ownership of XU online with all ad placements belonging to Sony Ericsson for the month of the sponsorship.

• Sponsorship of Mi-XFM
  Mi-XFM is a personalised music player on XFM, which remembers your preferences and tailors the playlist to the users taste. Sony Ericsson sponsored Mi-XFM to promote their new shake technology on the W910i - the phone would skip to the next track by shaking the phone. The sponsorship of Mi-XFM included a fully Sony Ericsson branded player, an audio intro and constant banner presence on the player.  In addition, the player was customised to shake as users skipped tracks, to demonstrate the technology on the phone.

The result

A very personalised campaign, which targeted specific areas of XFM to compliment the key communication for Sony Ericsson through sponsorship.
A first for any GCap player – making it ‘shake’ when users skipped tracks.
Over 9,000 Clicks to Sony Ericsson website, client and agency delighted