PERFECT 10 by MEC Dubai for Sony Ericsson

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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 Branded Content
Product/Service: W595 & W705 MOBILE PHONES
Date of First Appearance: Apr 2 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 Show - 13 Weeks - Rotana Music - 2nd April - 25 June 2009
Media placement: Microsite - 13 Weeks - RMSi - 2nd April - 25 June 2009
Media placement: Radio Show Sponsorship - 13 Weeks - 107.8 Al Rabia FM - 4th April - 27th June 2009

Results and Effectiveness
For the first time, Rotana Music and Al Rabia cross-promoted each other! Over $5.1 million worth of TV exposure generated from this activation! Over 73,000 votes received in 13 weeks from the region! First-run and re-run of Perfect 10 both ranked in the Top 5 programmes on Rotana Music! Sales targets exceeded for both brands across MENA region: - 28% for W595, 24% for W705!

Creative Execution
A fully branded show was created: - W595 animated opening credits - Constant Perfect 10 logo presence during the show - SE brand colours being utilised as show backgrounds - Weekly music themes appearing in the SE logo format 'I @ Romance'. - Countdown numbers appeared on W595/ W705 phones. During the song, phone appeared at the bottom of the screen (ensuring constant presence). - Every week, a particular feature of the phone (TrackId, SenseMe & Shake Control) or accessory (Desk Speakers, Bluetooth Watch) was demonstrated by the presenter during the show to raise awareness. - Viewer could sample music tracks through W595/W705s 'live' interface, where he could interact & engage with the phone. Enhanced the show further: - Partnered with 107.8 Al RabiaFM (UAE); created radio version of the show to enhance engagement & awareness. - Show episodes uploaded onto & linked to Perfect 10 microsite.

Insights, Strategy & the Idea
Our challenge was to push W595 & W705 in MENA & meet sales targets in a recession-hit region. Multi-market TGI & focus groups showed that 15-25 year-old Arab youth are almost possessive about their music. They need to be in control of what they are listening to, wherever they are and share with others. While they are aware of 'music phones' and SE Walkman phones, they are completely unaware of the various Walkman features. Never done before, we created an hour-long themed music chart show series called Sony Ericsson Perfect 10 on Rotana Music. Youth was asked to log onto via TV, Radio, Digital & SMS to vote for their favourite song across specific themes created each week (Top 10 Divas, Romance Hits etc). The show gave the youth the opportunity to be in control of their music and dictate what they wanted to hear.