MEC's challenge was to drive the Bond partnership forward by creating a dialogue with Sony's target audience. As a consequence of the popularity of Bond movies, the association with the film was cluttered with various brands/products all trying to leverage the property in one way or another. The challenge was to ensure Sony Ericsson stood out from the clutter.
We distinguished two core groups who watched the cult film - über fans and action fans. It was fundamental we gave the consumer an energised personal experience to guarantee a distinct and unique campaign. We wanted to get "closer to Bond" by giving exclusive Bond content to consumers pre-launch to create further buzz and standout from all the other products and brands.
The channels we used were shaped around a phasing approach that communicated to both audiences.
Two weeks before the premiere, we partnered with Empire by seeding exclusive content through a dedicated microsite. This hosted a factual daily countdown for our über fans. To add further depth to the campaign, foyer experiential activity ran in 58 cinemas for the first two weeks of the film launch - viewers could receive a demonstration of the handset, download a Bond mobile video and enter competitions. In addition to the experiential activity, Sony Ericsson partnered with The Independent to provide daily Bond trivia to readers. It also gave readers the opportunity to text to win James Bond's handset - the C902 Titanium Silver Cyber-shot.
In the three months following the launch, the Sony Ericsson Bond site had more than 270,000 visitors. The foyer experiential activity that reached cinema-goers received 32,000 Bluetooth downloads, 2,867 handset demonstrations and 4,592 competition entries. Overall, the success and depth of the media campaign enabled Sony Ericsson to exceed its sales forecast by 103% for the C902 Titanium Silver Cyber-shot handset.
Amy Parker, Communications planner, Mediaedge:cia