FINGERTIP INFORMATION by MEC Dubai for Sony Ericsson

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FINGERTIP INFORMATION

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Industry Mobile phones, devices & accessories
Media Promo & PR
Market United Arab Emirates
Agency MEC Dubai
Group Account Manager Abdo Otaki
Released June 2009

Credits & Description

Category: Business Products & Services
Advertiser: SONY ERICSSON
Product/Service: BUSINESS MOBILE PHONE
Agency: MEC
Date of First Appearance: Jun 7 2009 12:00AM
Entrant Company: MEC, Dubai, UNITED ARAB EMIRATES
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)
Group Account Manager: Abdo Otaki (MEC)
Media placement: TV Campaign - 28 Activations - CNBC Arabia - 7 June To 29th July 2009
Media placement: TV Campaign - 20 Spots - CNBC Arabia - 8 June To 29th July 2009

Describe the objective of the promotion.
Objective: Give sales momentum to Xperia in the MENA region to high end decision makers. Decision makers were aware of the Xperia, but sales of the brand had been dipping. Hence we needed to achieve sales targets in a recession-hit region, where mobile phones were not replaced as frequently as they used to be. Unique features in Xperia, which were its key differentiators from other phones in the market, were the 9 touch screen panels & the new Arabic keyboard. The challenge was to highlight the 9 touch screen panels to push sales.

Describe how the promotion developed from concept to implementation
Our insight showed that uncertainty in the business climate had led to decision-makers wanting up-to-the-minute information, especially in the local stock markets. For them, 'knowledge was power'. That led us to our contextual framework and central idea of providing the decision makers with ‘information at their fingertips’. IDEA: “Information At Your Fingertips” Instead of doing normal, boring, traditional sponsorship, Xperia was creatively integrated for 5-7 minutes into the programming of main evening business news of CNBC Arabia (No.1 business news channel). Stock-market news segment (covering 9 regional markets) was created and aired LIVE on Xperia itself with the 9 panels being demonstrated.

Describe the success of the promotion with both client and consumer including some quantifiable results
Sales for the brand in the recession-hit region overshot the initial sales target by 7% in the 2 months of the activation! Generated media exposure worth over USD 1.6 million!

Explain why the method of promotion was most relevant to the product or service
Stock-market news segment (covering 9 regional markets)airing LIVE on Xperia itself demonstrated the 9 panels of the phone.Each panel of the Xperia ‘became’ a market. When touched by the presenter, it ‘behaved’ exactly as the panel would on the phone. Programming team created back-end software to replicate look, feel, buttons & panels of Xperia. This software was crucial to demonstrating the panels when the presenter “touched” the phone LIVE on TV. An unprecedented execution by any brand in the region. Brought the central idea of “Information at your fingertips” to life, ultimately wrapping the viewer in the Xperia experience. Supported with 30”spots during prime time.