Sony Ericsson Promo, Case study MOVIES IN MOTION by MEC Dubai

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market United Arab Emirates
Agency MEC Dubai
Director Leena Kewlani
Group Account Manager Fatima Shaikh
Released April 2009

Credits & Description

Category: Best Use of Integrated Media
Product/Service: C905 MOBILE PHONE
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: MEC, Dubai, UNITED ARAB EMIRATES
Regional Managing Director: Mohan Nambiar (MEC Access)
Director: Leena Kewlani (MEC Access)
Group Account Manager: Fatima Shaikh (MEC Access)
Account Manager: Vikrant Shetty (MEC Access)
Media placement: TV Campaign - 782 Promo Spots - MBC 2 - 01/04/2009
Media placement: TV Campaign - 770 Promo Spots - MBC Max - 01/04/2009
Media placement: MiM Microsite - Sponsorship - - 01/04/2009
Media placement: Workshops In Schools - 48 Schools - Schools In KSA, UAE, Jordan, Bahrain, Qatar, Lebanon Etc - 12/04/2009
Media placement: TV Campaign - 78 Promo Spots - MBC Action - 05/08/2009
Media placement: TV Campaign - 89 Promo Spots - MBC 4 - 05/08/2009

Results and Effectiveness
- Over 550 videos uploaded - 10,390 votes for People’s Choice Awards - 963,629 page views (281,186 unique visits) on MIM Microsite - Gross TV + Online media value was worth over $3.3million - Winners were announced at Dubai International Film Festival (Dec 2009). Their winning movies were also shown at the festival. - Sales targets exceeded by 12%! - But most importantly, winning movies were aired on MBC2 & MBC Max, giving students a platform of 40 million viewers!

Creative Execution
Students had to film 2-minute movies, upload it on MIM microsite to win C905 gift-packs & an internship at NYFA (New York Film Academy). NYFA went onground into 10 markets (48 schools) & educated young students on movie making & on MIM. C905 was creatively integrated into the curriculum of NYFA where students were taught how to use C905 to film, edit & upload/blog videos. Live demos were done & students were called on during the workshop & given C905 to do actual movie exercises. Creative integration at all touchpoints: - C905 phones & features integrated into branded promos of MiM; aired extensively across MBC2 & MBC Max. - MIM microsite branded & movie players skinned to become C905. - Blogs created to start a buzz & engage the youth. - MIM newsletters branded C905 sent out to MIM database (185,000 users). - Pushed viewer engagement further by creating People’s Choice Awards, where viewers & online bloggers voted for their best movies.

Insights, Strategy & the Idea
Our challenge was to push C905 in MENA & meet sales objectives. We needed to highlight the high-quality video-making capabilities of C905. Age group 15-25 multi-market TGI & focus groups showed that today’s youth is quite well versed with technology & like to experiment with their gadgets. There is a growing segment of youth who feel the need to creatively express themselves through multimedia-social media, blogs & VIDEOS. With C905, they were not completely aware of the various features available nor do they associate SE with good video making capabilities. Our idea was to partner with “Movies in Motion” (property developed by MBC2 & MBC Max) which will give young aspiring movie makers a platform to express their creativity by creating 2-minute movies (with 2 stars & in 2 locations). Within this property, we creatively integrated the C905 into their movie making culture!