ZERO BUDGET by Adentity Marketing Communication AB for Sony Ericsson

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ZERO BUDGET

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Industry Cell phones, Smartphones & Accessories
Media Promo & PR
Market Sweden
Agency Adentity Marketing Communication AB
Creative Director Lina Nicander
Art Director Gareth Emery, Mikael Lindquist
Released October 2009

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: SONY ERICSSON
Product/Service: MOBILE PHONES
Agency: Adentity Marketing Communication AB
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: Adentity Marketing Communication AB , SWEDEN
Creative Director: Lina Nicander (Adentity Marketing Commmunication AB)
Partner: Richard Nicander (Adentity Marketing Commmunication AB)
Art Director: Gareth Emery (Adentity Marketing Commmunication AB)
Art Director: Mikael Lindquist (Adentity Marketing Commmunication AB)
Production Manager: Sofia Thente (Adentity Marketing Commmunication AB)
Media placement: Mini POS Display - Instore - 01102009

Describe the objective of the promotion.
-To utilise an existing logistical distribution channel and transform it into cost effective, instore marketing. -To exploit a sleeping channel - packages for display phones - and create attention and phone excitement for both retail staff and consumers, without increased cost levels. -To cut through distribution and convey the unique phone message in-store across markets.

Describe how the promotion developed from concept to implementation
Logistical effective but neutral boxes/packages were made into attractive, expandable, in-store Mini POS displays for the phone. Intuitive, self explanatory and effortless to assemble, they create curiosity and excitement when bored retail staff unpack new batches of display phones. Diecuts of solution with artwork are sent to printing houses near phone factories. The boxes are then assembled and packed together with the display phones at the factory. From the factory the materials are sent directly to retail stores around the world.

Describe the success of the promotion with both client and consumer including some quantifiable results
-First campaign solution got a reach of over 100 000 stores across all markets with unprecedented response from local markets and subsidiaries. -Huge exposure in different store types in all types of markets from Asian corner stores to giant European chain profiles. -Strong and measurable impact on brand image amongst retail. -The extreme impact turned the concept into an ongoing program. Latest campaign reaching over 200 000 stores.

Explain why the method of promotion was most relevant to the product or service
-Sent direct to point of purchase, influencing the most important target groups at the most relevant spot- store staff and consumers in store. -Extremley cost effective, no involvement needed from local sales force or merchandisers. -Extremely reliable - no interference from value chain stakeholders diluting /altering messages or identity. -Created involvement from store staff who get involved in the product and display marketing material on self interest basis.