Sony Ericsson Promo, Case study MINISOHO by McCann Worldgroup Colombia

MINISOHO

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Colombia
Agency McCann Worldgroup Colombia
Art Director Monica Beltran, Camilo Ernesto Urrutia
Copywriter Eduardo Angel, Sebastian Villegas
Released July 2010

Credits & Description

Category: Best Use of Print
Advertiser: SONY ERICSSON
Product/Service: XPERIA X10
Agency: McCANN ERICKSON COLOMBIA
Date of First Appearance: Jul 10 2010
Entrant Company: McCANN ERICKSON COLOMBIA, Bogotá, COLOMBIA
Chief Creative Officer: Samuel Estrada (Mccann Erickson)
Creative Director: Eduardo Angel (Mccann Erickson)
Art Director: Camilo Urrutia (Mccann Erickson)
Art Director: Monica Beltran (Mccann Erickson)
Graphic Designer: Gabriel Muñoz (Mccann Erickson)
Copywriter: Sebastian Villegas (Mccann Erickson)
Copywriter: Eduardo Angel (Mccann Erickson)
Account Manager: Adriana Franco (Mccann Erickson)
Media placement: Magazine - SoHo Magazine - 10/07/10

Insights, Strategy & the Idea
We needed to generate curiosity and preference among the masculine segment toward the new Xperia X10 in a market where Blackberry was leader.

The problem was that the client only had budget for a one-page ad in a magazine, and making a national sampling where men could interact with the product and know its features would have been too expensive.

Creative Execution
With the same investment of money we would have spent in a normal ad, we decided to make it in a completely different way. We turned the X10 phone into a Soho magazine, #1 in sales in Colombia, that publishes sexy pictures of the most desired actresses and models.

The magazine accepted the challenge of publishing one edition, in a format identical in shape and size to our X10 (11.8 cm x 6.5cm) with pictures and exclusive content that would not be included in the regular edition with distribution at the national level.

Who wouldn’t like to have the mini SohoX10? Not every day can men take along the most erotic magazine with the coolest camouflage: A Sony Ericsson Xperia X10.

Results and Effectiveness
60,000 mini SohoX10 magazines reached the hands of all readers, who are potential consumers of the phone.

For the price of one magazine ad (US$30,000) we made the 60,000 copies get in the hands of men in all of Colombia.

We made that many men in a market where BlackBerry is the leader, consider the X10 as a Smartphone.