Walkman(TM) phone experience reaches new audiences thanks to Sony
Ericsson's communications agencies
Walkman(TM) phone experience reaches new audiences thanks to Sony Ericsson's communications agencies
(Thomson Reuters ONE) - The iconic Walkman(TM) phone sub-brand is now more accessible thanever before and to highlight this to consumers, four of SonyEricsson's communication agencies have developed a launch campaign,which starts todayLondon, UK - 15th July, 2009 - Sony Ericsson's new W205 Walkman(TM)phone delivers a great music experience with its Walkman(TM) player,FM radio and TrackID(TM) music recognition. The W205 also enablesusers to easily share the handset and content with family and friends- its multiple phonebook feature lets up to four users createpersonalised contact lists that are kept separate, and theBluetooth(TM) functionality offers image and video sharing.Sony Ericsson challenged its agencies to create a consumer campaignwhich focuses on the idea that the W205 is "My First Walkman(TM)phone", as it is an affordable mobile phone that is accessible toeveryone, offering the quality expected from the Walkman(TM) brand.McCann Erickson led the campaign, supported by Burson-Marsteller,iris and Mediaedge:cia, and they developed the theme 'My personalmusic revolution' to effectively show how everyone is able to enjoythe full Walkman(TM) experience and get the most from the handset'smusic features.Carolina Ortiz, Global marketing communications manager at SonyEricsson, comments: "The W205 is for those who love portable musicbut have never had the Walkman(TM) phone experience. As the mostaffordable Walkman(TM) handset to date, more young people can nowrevolutionise their music experience by taking their music with themeverywhere."To communicate the benefits of the W205, consumers will be reachedthrough multiple media channels, including:Print and billboard advertisingMcCann Erickson developed a campaign to celebrate the W205 at anaccessible price, with all the features consumers need to fully enjoyevery moment. "Welcome to your own personal music revolution" wascreated to engage a youth target audience group and theadvertisements have vibrant visuals of a multiplied person dancingand enjoying their music. The ads can be seen as single and doublepage spreads, as well as out-of-home advertising and some specialformat materials that emphasise the overall campaign concept.Public RelationsBurson-Marsteller created a strategic global PR campaign with variousconsumer tactics and materials that all local markets could use tooutreach to relevant media. Globally generated PR materials,including press releases, Q&As and toolkits, were developed, alongwith product factsheets, a social media news release and a producttutorial with the international Hed Kandi DJ, Sam Cannon.Retail and Digital activation - Working with the 'music revolution'idea and strategy, iris created an immersive BTL in-store campaignthat not only covers the core consumer journey but also builds on therevolution concept when it comes to activation. iris also developed awebsite allowing users to create their own music revolution.Visitors simply have to pick one of the rooms that are displayed onthe website and play their music through a microphone on theircomputer. They will then either see the crowd in the roomrevolutionised, with enthusiastic cheering, or else throwing tomatoesat the screen, a direct effect of whether or not they like the soundof the music.Media planning and buying - To initiate buzz and conversations aroundthis new Sony Ericsson campaign, Mediaedge:cia's strategic mediaoutreach programme combines a mix of online, strategically placedoutdoor and print advertising to drive consumers to make a purchase.The new W205 Walkman(TM) phoneLove your music revolution with the following features:* Enjoy your music with the high quality Walkman(TM) experience* FM radio - catch up with the latest news and views* TrackID(TM) - name that tune at a press of a button* 1.3 megapixel camera - take great shots and share the fun instantly* Video recording - capture your favourite moments on film* Bluetooth(TM) - share your favourite songs, pictures and video clips, or connect to a wireless headset* Multiple phonebook - keep your contacts in order and share your mobile phone with your familyThe W205 Walkman(TM) phone supports GSM/GPRS/900/1800 and W205asupports GSM/GPRS 850/1900. W205 Walkman(TM) phone is available inthe colour Ambient Black.- ENDS -Legal1) Facts and features may vary depending on local variant.2) Talk and standby times are affected by network preferences, typeof SIM card, connected accessories and various activities e.g. games.Kit contents and colour options may differ from market to market. Thefull range of accessories may not be available in every market.© Sony Ericsson Mobile Communications AB, 2009.The liquid identity, TrackID and PlayNow are trademarks or registeredtrademarks of Sony Ericsson Mobile Communications AB. Sony, Walkman,Mega Bass and Smile Shutter are trademarks or registered trademarksof Sony Corporation.Ericsson is the trademark or registered trademark ofTelefonaktiebolaget LM Ericsson.TrackID is powered by Gracenote Mobile MusicID. Gracenote andGracenote Mobile MusicID are trademarks of Gracenote, Inc.Bluetooth is a trademark or registered trademark of Bluetooth SIGInc.Microsoft and Exchange ActiveSync are trademarks or registeredtrademarks of Microsoft Corporation.Other product and company names mentioned herein may be thetrademarks of their respective owners.Any rights not expressly granted herein are reserved. Subject tochange without prior notice.Sony Ericsson is a top, global industry player with sales of around97 million phones in 2008. Diversity is one of the core strengths ofthe company, with operations in over 80 countries includingmanufacturing in China and R&D sites in China, Europe, India, Japanand North America. Sony Ericsson was established as a 50:50 jointventure by Sony and Ericsson in October 2001, with global corporatefunctions located in London. For more information about SonyEricsson please visit www.sonyericsson.com.FOR MEDIA INFORMATION PLEASE CONTACT:Sony Ericsson Global Communications & PRLisa Canning: +44 208 762 6064General Press: +44 208 762 5858E-mail: press.global(at)SonyEricsson.comProduct images: www.sonyericsson.com/presshttp://hugin.info/133603/R/1328708/313352.pdfThis announcement was originally distributed by Hugin. The issuer is solely responsible for the content of this announcement.
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Datum: 15.07.2009 - 10:01 Uhr
Sprache: Deutsch
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