Sony Ericsson’s latest W205 Walkman phone keeps users entertained with great music presented by its Walkman player, FM radio and TrackID music recognition. Sharing content with family and friends is also simplified with this device. The music phone facilitates users to share images and videos via Bluetooth.
With the multiple phonebook feature, four users can simultaneously create personalized contact lists which are kept separate. Sony Ericsson challenged its agencies to design a consumer campaign which concentrates on the idea of W205 as ‘My First Walkman phone’. This concept was initiated since the W205 is an affordable mobile phone that offers the quality anticipated from the Walkman brand.
The campaign was headed by McCann Erickson and supported by Burson-Marsteller, iris and Mediaedge:cia. They came up with the theme ‘My personal music revolution’ that aims to explain how people can get full Walkman experience and explore the handset’s music features. The W205 Walkman phone supports GSM/GPRS/900/1800 while the W205a supports GSM/GPRS 850/1900. The W205 is equipped with 1.3 megapixels camera and comes dressed in ambient black color.
Carolina Ortiz, Global marketing communications manager at Sony Ericsson, stated, “The W205 is for those who love portable music but have never had the Walkman™ phone experience. As the most affordable Walkman™ handset to date, more young people can now revolutionize their music experience by taking their music with them everywhere.”
Multiple media channels have been utilized to spread the benefits of the music phone. “Welcome to your own personal music revolution” campaign was devised in order to connect to a youth target audience group. Advertisements were created which displayed vivacious visuals. The ads can be viewed as single and double page spreads.
Burson-Marsteller designed a strategic global PR campaign involving different consumer tactics and materials that can be used by all local markets to reach out to appropriate media. Globally generated PR materials like press releases, Q&As and tool kits, product fact sheets were developed. Further, a social media news release and a product tutorial with the international Hed Kandi DJ, Sam Cannon was also designed.
iris created the ‘music revolution’ idea and strategy, a BTL in-store campaign that covers the core consumer journey and simultaneously builds on the revolution concept when it comes to activation. They even created a website that facilitates users to create their own music revolution. Users need to choose one of the rooms that are displayed on the website and can play their choice of music by means of a microphone on their computer.
Mediaedge:cia’s strategic media outreach program presents a blend of online, strategically placed outdoor and print advertising to impel consumers to make a purchase.