Sony Ericsson Design & Branding THE WORLDS SMALLEST BRAVIA FLATSCREEN by McCann Stockholm

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THE WORLDS SMALLEST BRAVIA FLATSCREEN

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Industry Mobile phones, devices & accessories
Media Design & Branding
Market Sweden
Agency McCann Stockholm
Creative Director Mitte Blomquist
Copywriter Christian Heinig
Released March 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: SONY ERICSSON
Product/Service: MOBILE PHONE
Agency: STORÅKERS McCANN
Date of First Appearance: Mar 28 2011
Entrant Company: STORÅKERS McCANN, Stockholm, SWEDEN
Account Director: Robert Bryhn (Storåkers Mc Cann)
Creative Director: Mitte Blomquist (Storåkers Mc Cann)
Copywriter: Christian Heinig (Storåkers Mc Cann)
AD: Ola Von Bahr (Storåkers Mc Cann)
Planner: Elias Betniakis (Storåkers Mc Cann)
Final Art: Carl Cassel (Storåkers Mc Cann)
Account Manager: Anna Holmgren (Storåkers Mc Cann)
Media placement: Direct Mailing - Mailing Distributed To Businesses - Spring 2011

Describe the brief from the client
Brief:
Establish the new Sony Ericsson XPERIA arc smartphone as the best full featured entertainment smartphone, with great screen qualities.

Describe the challenges and key objectives
Challenge:
In the world of high-end smartphones competition is fierce. So to distinguish the next XPERIA arc from the rest we had to make sure no journalist or blogger would miss the Arc´s brilliant and unique 4,2” Sony Bravia flatscreen.

Describe how you arrived at the final design
Soulution:
We re-positioned the smartphone as “The worlds smallest Sony Bravia Flatscreen” instead of beeing just another android smartphone. As part of the campaign we designed new mini format flatscreen-TV packaging when announcing the new XPERA arc to media & journalists. We re-packaged the phones exactly like large Flatscreen TV’s are packaged.

Give some indication of how successful the outcome was in the market
Results
100% of all articles featured the great screen qualities as the top feature. The new mini flatscreen package was recieved with great response and positivity, with journalists even posting their own unpacking videos at YouTube.