Brand Owner: Sony Ericsson
Date: Aug.-Nov. 2007
Media Agency: Mediaedge:cia
Other Agencies: Serviceplan
Media Owner: MTV
Media Channels: Events, mobile, internet, TV
Sony Ericsson wanted to make sure that it stood out from the crowd at the MTV Europe Music Awards 2007 in Munich and positioned itself at the forefront of new music. The key date in the music calendar was to feature acts including Foo Fighters, Mika, Amy Winehouse and Avril Lavigne.
Through a multi-platform brand partnership, Sony Ericsson sponsored a new competition category, "New Sounds of Europe." Viewers in 18 MTV Europe territories voted for their favorite local breakthrough artist.
The winner of each region then went head to head against the others. The final three appeared at the EMAs 2007 in Munich, and a live vote determined who took the stage and closed the show, a unique and unparalleled opportunity for a band that had only recently come to the public's attention.
The creative campaign took on a "music vs. sports" theme inspired by the fact that the venue for the EMAs hosted the 1972 Olympics and applied it to the NSOE battle of the bands concept. The resulting on-air spots and online creative featured a battle between two music genres, personified by a pop princess and a dirty rock god. This not only intertwined the competitive nature of the awards and the Olympics but also embraced MTV's all-important music heritage and Sony Ericsson's music strategy.
As a part of the partnership, in addition to the main show integration, MTV delivered a series of NSOE events across Sony Ericsson's key European markets, leveraging a variety of marketing, PR and branding benefits on the ground.
There were some 13.8 million votes for the NSOE award, making it the second most popular category at the EMAs. Some 42% of viewers of the EMAs said that "being able to vote" and the "NSOE category" were what they loved the most about the awards.
Some 82% of viewers felt that Sony Ericsson was a good fit with the EMAs, and the majority considered Sony Ericsson to be more confident, attractive and innovative than others.
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