Jānis Vanags account manager, PR Stils

W760 launch

W760

Sony Ericsson W760 – first Walkman phone with built in GPS

Qualitative goals for W760 campaign: • Establish the W760 as the ideal music phone for an

active lifestyle• Position Sony Ericsson as a brand who produces highly

innovative phones• Push the positioning of Sony Ericsson being a brand who

understands music• Create engaging opportunities for consumer interaction

Quantitative goal for W760 campaign was a total PR return on investment of 200% (compared to ad value)

Target audience - pioneer youth, mainly 15-24 years old

Sony Ericsson W760

Sony Ericsson W760

W760 launch activities in Latvia consisted of two parts:

1) Media activation - Treasure hunt A personal approach to test sampling by making

customized urban treasure hunts for targeted journalists were carried out

Two W760 media treasure hunts for 4 journalists each time were carried out:

• Near publishing house SK Latvia (Neatkarīgā, NEXT, delfi.tehnika, Nākotnes Parks)

• Near publishing house Lilit (Cosmopolitan,

Cosmopolitan.lv, FHM, Patron)

Sony Ericsson W760

2) Consumer activation: Treasure hunt

• Treasure hunt was intended to take place in an urban setting with music related activities

• In the morning 4 phones were hidden in a place that makes sense for the product proposition – music (National Opera, Music Academy, Concert hall Arēna Rīga, open air stage in Mežaparks)

• Google maps and photos of hiding places were uploaded on Sony Ericsson’s endorsed website www.esmilumuziku.lv.

• Banners announcing the forthcoming event were placed on largest social networking site www.draugiem.lv the previous day.

Sony Ericsson W760

Results:

• W760 was established in media as the ideal music phone for an active lifestyle with included GPS receiver and speakers and some journalists called it “best Walkman phone”

• Engaging opportunities for consumer interaction were created through consumer treasure hunt. www.esmilumuziku.lv received almost 3000 unique visitors on the day of Treasure hunt

• Approximately few hundred people participated in the actual search process

• 24 clippings exceed the initial goal of a total PR return on investment of 200% (compared to ad value)

Sony Ericsson W760

W760