POCKET TV by Iris London for Sony Ericsson

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POCKET TV

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Industry Mobile phones, devices & accessories
Media Direct marketing
Market United Kingdom
Agency Iris London
Released May 2009

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: SONY ERICSSON UK
Product/Service: WALKMAN PHONES
Agency: IRIS
Date of First Appearance: May 29 2009 12:00AM
Entrant Company: IRIS, London, UNITED KINGDOM
Brand Entertainment Director: Charlotte Soussan (Iris Worldwide)
Executive Series Producer: Andy Holland (JA Digital)
Executive Series Producer: Julie Jakobek (JA Digital)
Comms Director: Richard Amies (MEC)
Account Manager: Rachel Cotton (Brando)
Account Manager: Sarah Isaacs (Brando Social)
Series Producer: Melony Smith (JA Digital)
Media placement: Mobile Music Series - Mobile Phones And YouTube - 29.5.09

Describe the brief/objective of the direct campaign.
The brief was to reconnect Sony Ericsson with young music fans in the UK in a quiet year for product launches. The target audience would include some existing customers, but was designed to appeal to all 15-24 year Pioneer Youth.We needed to establish Sony Ericsson as a pioneering entertainment brand and prepare the market for new entertainment products to be lunched in 2010 The strategy was to avoid using ineffective traditional media channels to just “talk” about our music credentials. Instead, we decided to use direct mediums - online and mobile phones - to “prove” our credentials.

Explain why the creative execution was relevant to the product or service.
The show was fast, flexible and fresh. In keeping with the fast-paced, mobile lives of our consumers, the 8 minute shows could be downloaded in shorter 90 second chunks. New formats were created to break with the formality of existing shows. e.g. Quiz in Your Pants – interviews conducted by the host in his underwear and In Your Face - where the host was literally “in the face” of his interviewee. It allowed the brand to speak in a tone that it could never use in advertising, but felt much closer to the brand’s sponsorship properties like Ibiza Rocks.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Pocket TV, the first music series created for mobile phones. The series was designed to be young, irreverent and real – as opposed to the pre-packaged PR interviews that fill most mainstream media. Response was generated through banners, homepage take over’s on Youtube (blocked for the UK only), social media activity on fan pages, Twitter feeds, Bebo profiles, teasers on Vimeo and clickable banners on mobile internet sites. This was unknown territory. We couldn’t accurately predict a response rate given the variety of media and seeding, but a target was set of 1 million requested views.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The irreverent nature of the show created huge appeal among the target audience. The show smashed targets with nearly 3.5 million views in the UK over the series. Engagement was massive with over 24,000 comments on Youtube, 347 blogs embedded the content and over 250,000 videos added as a favourite on Youtube. We proved that relevant content, with a distinctive tone in appropriate direct channels could build brand credibility as well as relationships. The new phones are currently being launched through a mixture of ATL and direct channels. A second series has been commissioned due to consumer demand.