"They come to the table and want to fundamentally know your business. They want to know what makes your cash register ring so the conversation doesn't start with marketing. It's much higher in the planning process. They're a very engaged partner."

Monster

“The new listening and communication channel initiative has been a game changer for Windows Mobile. We’ve also documented a “Best Practice” approach to Social Media engagement for other product groups. We’ve seen exponential results each month (6X growth on Facebook and 13,000 video views on YouTube within 2 months). It’s strongly influencing our FY10 MARCOM strategy.”

Jenn Aaro - USIMC Lead, US

“With the help of the advertising agency Hei in Oslo and the media agency MEC, Kavli succeeded to create a commercial that catches both attention and liking."

Press report on Kavli’s dancing baby winning Sweden’s Best Advertisement in 2008


Sony Ericsson

Bacardi
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Spoofing the best of US TV




For the launch of the new Sony Ericsson phone, we created a playful spoof that cleverly hijacked the attention of our young target audience


The challenge

In France, Sony Ericsson's new W995 cell phone contains embedded episodes of leading US TV series Lost and Grey's Anatomy. Our challenge was to launch the phone with an innovative campaign to engage young people and show that Sony Ericsson is the leader in mobile entertainment.

Our insight

Big-budget US TV series are very popular with young French people, who frequently go online to download these shows illegally via peer-to-peer networks. By contrast, French TV shows look amateurish.

Our solution

Our solution was to highlight this contrast between French TV shows and the great shows on the W995. So we created two high quality films imagining what the US series Heroes and CSI would look like if they had been made in France. Although these parodies were high quality, the acting, dialogue and production deliberately mimicked the worst values of French TV drama.

We targeted the video platforms used for illegal downloads, where visitors looking for US shows were redirected to our films which were hosted by legal video sites such as Dailymotion. The strapline on our site was: The worst TV series are here...the best are embedded in the Sony Ericsson W995.

The activation was supported online by digital PR (video websites and bloggers) and offline by a major outdoor campaign, involving posters and flyers – all driving consumers to a dedicated website featuring the W995.

The results

  • Sales 40% above target
  • 147 million page impressions
  • 371,000 video views on Dailymotion
 
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