Sony Ericsson - "FanWalk Website"

Serviceplan Group

Serviceplan Group Munich, Germany

Awards

4848

Brand: Sony Ericsson
Country: Germany

Advertiser: Sony Ericsson

Title	FanWalk Website
Agency	Serviceplan Group
Campaign	The Sony Ericsson FanWalk to the MTV EMAs
Advertiser	Sony Ericsson
Brand	Sony Ericsson
Posted	June 2010
Business Sector	Business Telephone Systems
Story	SUMMARY Sony Ericsson (SE) has a strong music heritage driven by the successful launch of Walkman phones and initiated the music mobile phone segment. The aim of this campaign was to make best use of the emotional significance of the MTV EMAs for the target group and develop a 360° brand engagement campaign. The challenge was to turn a passive sponsorship into an active sponsorship to maximize ROI. The business objectives were: to boost sales of SE Walkman phones in participating sales-channels by 50% during the promotion and get retailers to invest in activation and to extend the sponsorship to an impact-making sell-through campaign with an eye-catching in-store presence. Meantime, the communication objectives were: to gain maximum awareness by being the most recalled sponsor of the MTV EMAs, to engage consumers and boosting traffic on the promotion website by at least 5 times more than 2007 (passive sponsorship), and lastly, to involve media in order to achieve a counter value of 1:5 through high press coverage. Creating an active sponsorship and positioning the SE brand as being just as passionate about music as a real music lover, required a change of perspective: from "MTV EMAs, sponsored by SE" into "The SE FanWalk to the MTV EMAs" a multistage, pan-European event: 10 days before the MTV EMAs, 100 FanWalkers started walking 300 kilometres from Hamburg to Berlin, the location of the MTV EMAs 2009; the target audience could apply to be a FanWalker on the website www.fanwalk.tv; the national community voted online for their favourite FanWalker applicant; the online casting was followed by local live castings, which were mostly carried out in shops of partners; 5-7 FanWalkers per country were selected. Promotional material and a special FanWalk Walkman phone edition were provided to sales partners. Making the target group become part of the campaign allowed a low media budget. Besides the sponsorship package (TVCs and trailers on MTV and banners on mtv.com), no additional media budget was planned. Digital media including the website www.fanwalk.tv, the Facebook profile and a brand channel on YouTube served as the main channel for consumer interaction. Earned media touchpoints were active in-store promotions, the stimulation of user-generated content creation on social media sites and press coverage achieved by systematic PR. The objective to boost sales of SE Walkman Phones (focus W995) by 50% was clearly exceeded. Sony received the highest sponsor awareness of the MTV EMAs (+ 23% vs. 2nd best sponsor). In addition, traffic on the promotion website multiplied 20 times vs logo sponsorship in 2007. The counter value of PR coverage was of 1:10 instead of the expected 1:5, while in-store promotion visibility increased by 150% vs average promotions.
Media Type	Web Site
Market	Romania, Ukraine, Austria, Germany, Ireland, Netherlands, Norway, Switzerland, United Kingdom, Bulgaria, Greece, Italy, Portugal, Spain
Film Production TVC	Neverest GmbH & Co. KG
Film Production webisodes	REBEL Marketing GmbH
Event	Serviceplan BRANDEVENT GmbH & Co. KG
PR	haeberlein & mauerer ag
Online	bplusd interactive GmbH
Account Director	Simone Moser
Copywriter	Susanna Schreibauer
Art Director	Julia Pfeiffer
Managing Director	Marc Dalkolmo
Account Manager	Carolin Obermaier
Account Director	Christina Offermann
Account Director	Diana Günder
Managing Director	Roger Strack
Managing Director	Karsten Gessulat
Music Category Communications Manager	Andrea Heinrich
Vice President Marketing Western Europe	Robert Styppa