- About us
-
About us
MEC is one of the world’s top media agencies and employs over 4,400 people in more than 150 offices across 84 cou...
-
Our proposition
“To be our clients’ most valuable business partner, famous for inspiring people and exceptional results.”
-
Our team
Charles Courtier
Meet our celebrated and influential management team, who guide over 4,400 specialists throughout the MEC network.
-
- Our work
-
Our work
Learn about our diversified capabilities and how they work in today’s complex media landscape.
-
How we do it
Beyond MEC's core skills in media planning and buying, we are constantly looking ahead and evolving to actively eng...
-
Case studies
Read all about the inspiring work we do for our clients everyday around the MEC world.
-
mPlayer
Watch, download and share the latest case studies, award entries and team movies from the world of MEC.
-
- What we think
-
What we think
As one of the most informed media agencies in the world, we have no shortage of knowledge and expertise on a range ...
-
MEC Blogs
Be inspired by the thoughts and musings of our thought leaders from around the MEC world.
-
Publications
Read and download the latest research reports and white papers from around the MEC world.
-
- MEC News
- Contact us
-
Find an office
clear
-
Find an office
clear
- Join us
- MEC Sites
Wired for sound
A digitally-led pan-regional campaign helped Sony Ericsson to remain a market leader in the Latin American music phone category.
The challenge
Throughout Latin America, Sony Ericsson's Walkman® series has dominated the music phone category. But competition was building pressure on the brand, and Sony Ericsson asked us to develop a regional strategy that would broaden the phone's appeal, and contribute to ambitious brand-building and sales objectives.
Our insight
Music can be intensely personal. But it can also create emotional bonds that bind groups of people together. We identified three distinct attitudes to music. The young techno-friendly constantly hunt for new music to share. The ‘leading edge, not bleeding edge' use music to gain acceptance within their social group. The third group enjoy music because it connects them to friends and family. By tapping into these attitudes, we could expand engagement with the product, and leverage the Walkman® heritage that is respected across the entire sector.
Our solution
With digital at the core of our strategy, we could focus on the points where music and emotion coincide to communicate a uniquely emotional music experience.
We created a website offering exclusive content, and arranged for Walkman® phones to be pre-loaded with These Moments in Life, the new album by Grammy-winning Colombian rock sensation Juanes.
We then worked with leading nationally-based music websites throughout Latin America to establish Sony Ericsson and Juanes content on their sites. We also engaged with our audience through social networking sites, encouraging audiences to share their musical ‘moments in life'.
The digital campaign was supported by local advertising in the press, through TV, radio, posters, point of sale and live music launch events featuring Juanes.
The results
- Awareness up, making Sony Ericsson No. 2 in the market
- Consideration up, consolidating Sony Ericsson's top three position
A GroupM Company