"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

"Since our first flight, the airline has stood for service, innovation and value, characteristics that were displayed by the entire McKinney and MEC Interaction team."

 

 

Chris Rossi - Senior Vice President, Virgin Atlantic North America

"Your strategic ‘out of the box' thinking has allowed us to speak directly to our target audience in a way Energizer has never done before. I believe these campaigns will pave the way for the future."

Barbara Lueckenotte, New Business Development, Energizer


Sony Ericsson

Telecom Italia
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A demonstration of

  • > Active Engagement
  • > Digital/Online
  • > Global / Multi-market
  • > Owned
  • > Paid

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

 

 

 
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