Brand Owner: Sony Ericsson
Date: July-December 2005
Media Agency: Mediaedge:cia
Other Agencies: MEC Interaction, Dare Digital
Media Channels: Mobile, out-of-home, PR
The launch of the first Walkman phone needed a big bang; the original portable music player was about to take on the current king of portable music, the iPod.
To succeed it needed a big idea, an idea that would resonate in all the markets where the Sony Ericsson model needed to sell well. Now, it's a no-brainer that a Walkman phone would want to tie itself to music and its emotional impact, but what's impressive is the vehicle that was chosen to launch a mobile phone that also plays music across the globe: the world's first global music chart.
Mediaedge:cia's interactive unit, MEC Interaction, amplified the platform by partnering with Lycos and with MTV in Asia to create online discussion boards.
The website -- walkmanphones100.com -- acted as the online hub for the campaign, and by integrating it with a music database, consumers were able to vote for three songs in almost any language.
Consumers were driven to the site by a mix of online and out-of-home activity, including bus shelters with built-in jukeboxes in the U.K., a musical station domination in Hong Kong and a variety of oversized outdoor phones. Once the final 100 chart was compiled, the Walkman phone had a perfect platform on which to promote its core message as the "Soundtrack to your life."
The chart included votes from 66 countries, and sales of Sony Ericsson phones hit record levels.
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