Case studies Sony Ericsson

Globally and regionally we have provided sponsorship consultancy and implementation services to Sony Ericsson across their sponsorship portfolio, including the SEWTA Tour, Sharapova, the MTV European Music awards and key soccer properties.

In addition, locally our teams have devised and executed campaigns which have successfully engaged a young, media savvy audience. Spain's "Guerilla Gigging" campaign is a great example of this.

A winning combination makes sweet music

Sony Ericsson challenged us to create a local activation campaign that would increase awareness of their brand among the 'young pioneer' demographic in Spain.

Our insight was that this unconventional, fun-loving and highly sociable audience would respond well to 'hip and cool' methods of communication and would look to music in particular as a source of inspiration.

Our solution was to design a music experience to engage with the audience. Rolled out over one month, our "Guerilla Gigging" campaign started with recruitment activities at University campuses, leisure areas and city centres. This was followed by SMS messages revealing the location of a 'secret' Good Charlotte concert. A website strengthened the message and a strong PR machine communicated the event to the press.

The campaign delivered excellent results: "Guerilla Gigging" resulted in 46,000 visits to the Sony Ericsson webpage, with 6,000 sign ups in less than three weeks. Combined with an extensive product trial, the campaign deepened relationships between Sony Ericsson and the 'young pioneers'.