The Campaign

Our marketing initiative was to reinforce Sony Ericsson as a communication entertainment brand through the campaign big idea of “Catch Life” and to launch X10 mini in the market. And position it as the world’s smallest Android phone^. The core target segment was the digital entertainment junkies (Deejays). They follow trends especially within technology. They have an opinion, urge to communicate, share and discover new experiences all the time, and everywhere. We anticipate that small phone cannot be smart, so we ought to let our targets know the cleverness of the compact X10 mini that it is a joy for hands to use and how X10 mini fits into their life: Mini but Mighty. ^ “Smallest” defined as the product of Height x Width. Based on phones available for purchase in the market as at April 28th, 2010.

Success of the Campaign

The “spinning” X10 mini viral garnered 55,000+ hits from YouTube < http://www.youtube.com/watch?v=S8NYF6BRNJc>, forums and celebrity blogs. More than 35,000 X10 mini magnets in bus shelter panel were picked up by our audience in 3 weeks. Over 8,000,000 online impressions and over 40,000 online banner clicks. Our PR event helped us in receiving an estimated of HK$500,000 in free media coverage. And the candy vending machine had achieved an exciting result as over 11,000 X10 mini candy boxes were sold in the first two weeks of launch. The X10 mini achieved the best selling Android phone at launch and its strong sales results as being rated one of the Top Ten cell phones in Hong Kong. Source: GFK Hong Kong Mobile Phone Report (June 2010)

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

To communicate “Mini but mighty”, an integrated campaign was developed to reach and engage our target audiences through different channels. A spinning X10mini viral video was seeded online prior launching. We invited a famous model, Angelababy and 8 mini models to perform catwalk in X10mini PR event, highlighting its compact design and generating PR coverage. To let people experience the compact X10mini, X10mini candies vending machines were installed in high traffic cinemas and telecom shops. Each actual sized X10mini candy box contains 5 candies and a sales offer insert. X10mini magnets with sales offers for magazine’s cover stick on and magnetic bus shelter panel were also utilized. We developed a TVC and online crazy ad, featuring dancing fingers to demonstrate the powerful X10 mini functions, for example, 4 corners user interface and Timescape to build awareness and preference. Altogether, these multiple channels helped deliver our message effectively and creatively.