Sony Ericsson Promo BAB AL HARA by MEC Dubai

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Industry Mobile phones, devices & accessories, Business equipment & services, Corporate Image
Media Promo & PR
Market United Arab Emirates
Agency MEC Dubai
Released July 2009

Credits & Description

Category: Sponsorship or Partnership Campaigns
Product/Service: W995 MOBILE
Agency: MEC
Date of First Appearance: Jul 12 2009 12:00AM
Entrant Company: MEC, Dubai, UNITED ARAB EMIRATES
Entry URL:
Regional Managing Director: Mohan Nambiar (MEC)
Director MEC:Access: Leena Kewlani (MEC)
Group Account Manager MEC:Access: Fatima Shaikh (MEC)
Account Manager MEC:Access: Vikrant Shetty (MEC)
Associate Account Director: Khaled Shehab (MEC)
Media placement: Radio Campaign - 576 Spots - 107.8 Al Rabia FM, 100.9 Al Khaleejiah FM, 97.1 Emarat FM,99.0 Al Arabiya FM - 12 July - 30 Aug 2009
Media placement: Newspaper Campaign - 25 Ads - Gulf News, Al Khaleej, Khaleej Times, Al Ittihad, Al Bayan, - 13 July - 17 Aug 2009
Media placement: Newspaper Campaign - 21 Ads - Okaz, Al Hayat, Al Watan, Al Riyadh - 16 July - 19 Aug 2009
Media placement: Online Campaign - 18 Million Impressions -, - 16 July - 5 Oct 2009
Media placement: TV Campaign - 1740 Promo Spots - MBC1, MBC2, MBC4, MBC Max, MBC Action - 17th July - 20 Sept 2009
Media placement: Radio Campaign - 674 Promo Spots - Panorama FM, MBC FM - 17th July - 7 Sept 2009
Media placement: Outdoor Campaign - 95 Lamposts - Al Wasl, Mirdiff, Abu Dhabi - 21 July - 31 Aug 2009
Media placement: Magazine Campaign - 26 Ads - Zahrat Al Khaleej, Sayidaty, Laha, Rotana, Haya, Kul Al Usra, Al Yaqza, Ahlan - 25 July - 14 Aug 2009
Media placement: Cinema Campaign - 38 Screens - Mall Of The Emirates, Deira City Centre, Grand Cineplex,Grand Megaplex, Marina - 26 July - 23 Aug
Media placement: Online Campaign - 4.58 Million Impressions - AL Bawaba, Maktoob, D1G, Dubai Moon, Dubizzle, Jeeran,MSN Arabia - 9 Aug - 13 Sept 2009

Describe the objective of the promotion.
Our challenge was to launch the new W995 mobile during Ramadan & to showcase its movie playing capabilities. We needed to achieve sales targets across the middle-east and North America in a recession-hit region, where consumers were not replacing their phones as often as they used to. Also, the product was launching just before the Holy Month of Ramadan, so the key here was to entice consumers to buy the new W995 phones as gifts for their loved ones during Eid.

Describe how the promotion developed from concept to implementation
Insight & Research showed that Bab Al Hara(BAH) is one of the Top 3 Ramadan programs watched in the region & has a religious following across all age groups. BAH is aired only once a year on MBC1 during 4 weeks of Ramadan & generates an average rating of 25. Idea: Partner with BAH & to create a special BAH W995 phone edition, which came pre-loaded with content: entire season 3 of BAH, ringtones, games & wallpapers. Consumers who purchased the phone were given a 'Key' to watch 4 minutes exclusive daily 'Mobisodes' of Season 4 a day before the episode aired on TV.

Describe the success of the promotion with both client and consumer including some quantifiable results
Over 60% of the target audience was reached with the TV Integrated Promo! Generated over 600 million TV impressions across 7 markets in MENA. All this at approximately 50% lower cost-per-thousand vs. Sony Ericsson's overall average! TV, radio & online exposure of this activation was worth over $12million. ONLINE: 11.4 million impressions delivered on BAH microsite!! On Video on Demand site, 3.8 million views of the integrated promo! CTR on banner was 7.44% But most importantly, sales targets were achieved within 2 months!

Explain why the method of promotion was most relevant to the product or service
Consumers were actively engaged across all touchpoints: -Special BTL packaging created to push this unique never-done-before partnership drove awareness at store level. -Integrated promo(showcasing W995) created with MBC1 TV aired across MBC1 & four other MBC channels. Integrated promo aired in UAE cinemas. -Radio ads aired on MBC radio-stations. -Sponsorship of BAH dedicated microsite & Video On Demand site done to further own the activation. Viewers saw full episodes of BAH Season4 two-three days after TV airing. Complete W995 branding, including SE BAH W995 TVC playing before & after each episode(which the consumer cannot forward!!). -Entire campaign supported across print, online & outdoor holistically across every touchpoint!