"Sony Ericsson er en udfordrer på det danske mobilmarked. Det kræver noget helt specielt af vores kommunikation. Vi skal hele tiden være et skridt foran Nokia og de andre konkurrenter og vores kommunikation skal altid være engagerende og involverende for målgruppen. Sony Ericsson og Mediaedge:cia har i mange år være faste partnere på udvikling af kommunikation og kommunikationsstrategi for Sony Ericsson.

MEC har i deres rådgivning formået at finde en perfekt balance imellem eksekvering af traditionelle ATL mediakampagner og direkte involvering af målgruppen i events og digitale løsninger. I fællesskab søger vi altid at udfordre og udnytte den nyeste teknologi og søger de nyeste trends i vores kommunikation... Naturligvis med specielt fokus på salg og ontegration af Sony Ericssons mobiltelefoner og accesories. Dette samarbejde har udmøntet sig i et markant styrket salg og adskillige kommunikationspriser."

Morten Johansen, Sony Ericsson

"The Mediaedge:cia Nordic operation has been our media investment partner for more than 12 years. My 9 year tenure within Colgate-Palmolive has included management posts within USA and Nordic Group and I have been most impressed by the company's partnership and commitment to achieve our business objectives. The service structure, process and people that promote our brands have brought Colgate-Palmolive Nordic tremendous benefits to our business. Simply put, they have consistently delivered positive results."

John Koyyman, Colgate-Palmolive

"Being the market leader forces us to use broad reaching media channels, even though the effect of these channels are decreasing. The workshop helped us to find new and more creative approaches to these traditional channels in order to get more effect out of our media investments."

Gitten Holm Schmidt Woldbye, United International Pictures

Sony Ericsson - Photo Battle C905



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Activating Sony Ericsson C905 through Social Media


CHALLENGE

Launching the premium priced Sony Ericsson C905 Cybershot phone with revolutionary 8.1 Megapixel camera in a highly cluttered and price sensitive market.

INSIGHT

The pioneering youth are increasingly oblivious to mass marketing.

To create viable communication we developed a self-promotional platform where they could present their skills to friends and peers.

STRATEGY

We created an application for Facebook, allowing users to upload their digital photographs and compete with each other.

By inviting Facebook friends to support their own photographs and attack the competition, we created constant feeds on peoples Facebook Walls and invitations to participate in the Sony Ericsson Photo Battle.

To prove the premium quality of the 8.1 Megapixel camera, we asked Danish star photographer Dennis Stenild to use the C905 on a fashion shoot, pushing the camera to the limit.

His photographs were used as inspiration for the Photo Battle participants and was featured as artwork in magazine advertorials and on giant outdoor projections.

We also published the winning photographs of the Photo Battle competition this way.

RESULTS

Sony Ericsson C905 was the top selling mobile phone in Denmark in October and November 2008, exceeding all expectations. This despite the fact that it was among the most expensive phones on the market.

More than 3000 Danes downloaded the application to their Facebook profile and more than 1500 photographs entered the Photo Battle competition.

The campaign generated massive PR both in on- and offline media.

Massive buzz about phone and Facebook application on blogs.

 
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