THE ARCISTS Jung für Sony Ericsson

THE ARCISTS

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Handys
Medien Werbung / PR, Fallmethode
Markt Schweden
Agentur Jung
Creative Director Marita Kuntonen
Creative Hampus Klint, Pelle Tamleht, Christian Hammar
Veröffentlicht August 2011

Kredite und Beschreibung

Category: Technology and Manufacturing
Advertiser: SONY ERICSSON
Product/Service: SONY ERICSSON XPERIA ARC
Agency: JUNG
Account Director: Jesper Kling (Jung Relations)
Creative Director: Marita Kuntonen (Jung Relations)
Project Manager: Olle Ahnve (Jung Relations)
Creative: Christian Hammar (Jung Relations)
Creative: Pelle Tamleht (Jung Relations)
Project Manager: Mårten Strassburg (Jung Relations)
Public Relations Advisor: Ann Persson (Jung Relations)
Project Manager: Alexandra Engblom (Jung Relations)
Planner: Johan Loman (Jung Relations)
Developer: Mattias Ottosson (Jung Relations)
Production Manager: Fredrik Manuel Persson (Jung Relations)
Creative: Hampus Klint (Jung Relations)
Public Relations Advisor: Robert Zillén (Jung Relations)
Media placement: Press Release - - 10 August 2011
Media placement: Campaign Site - - 10 August 2011
Media placement: First Version Of Song Released - Spotify, Soundcloud, Campaign Site - 10 August 2011
Media placement: Release Of Video - YouTube - 10 August 2011
Media placement: Festival Activation - Way Out West, Gothenburg - 11-13 August 2011

Summary of the Campaign
Sony Ericsson is the largest mobile-phone brand in the Nordics, and when the company was about to launch Xperia arc they wanted to communicate that their mobile-phones offer more than merely the regular functionality of a modern smartphone.

Sony Ericsson also wanted to get the maximum effect out of their presence at Way Out West, one of Europe’s most interesting music-festivals where a trend-setting crowd get together for 2 days of music and entertainment. Our challenge for the launch was to communicate that arc is more than a mobile phone – it’s an entertainment machine. As the strategy for the Xperia brand is to position their products as the most entertaining smartphones, we saw huge opportunity to fuel the launch with something exiting and unexpected, and to present it in a new and engaging context. We formed the world’s biggest band, The Arcists, which made a version of a big 90s hit with the help of Xperia arc. Via thearcists.com, anyone could join the band and influence the final release. A physical installation of 9 Xperia arcs at the Way Out West festival invited people to join and transform the song. The song was released on Spotify; Sweden’s biggest newspaper, Expressen, covered the campaign where they even mentioned that Sony Ericsson was behind it; TV4 News did a newscast on the initiative; and, finally, most impressively, it was discussed during an 8-minute prime-time debate on national radio about the fact that bands have started to crowd-source members.

The Situation
For the launch of Xperia arc, Sony Ericsson wanted to communicate that their phones can offer more than just the regular functionality of a smartphone.

They also wanted to maximize the effect of their presence at Way Out West, one of Northern Europe's most innovative music-festivals where a trend-setting crowd get together for 2 days of music, entertainment and more.

Our main challenge for the launch of Xperia arc was to get the consumers to understand that a Sony-Ericsson phone is more than just a phone: it’s an entertainment machine.

The Goal
The goal of the campaign was to establish Sony Ericsson as the brand with the most entertaining smartphones.

As always with Sony Ericsson, we aimed for a wide target-audience, but with a slight focus on the Way Out West Festival, popular with a music-loving crowd of 20-40-year-olds.

Our targets:
• 20 clippings in printed and digital media with mentions of our key words, 'super group' or 'the world's biggest band';
• 2,000 new Facebook 'likes' on the campaign site;
• 1 clipping where Sony Ericsson is mentioned together with the Way Out West activation.

The Strategy
The activation, named 'The Arcists', aimed to show that Sony Ericsson has the most entertaining smartphones. Instead of focusing on phone trials, we aimed to create engaging and inspiring content that would generate buzz in media and with consumers both online and offline. The overall strategy was to create real entertainment-value.

Execution
To create real entertainment we formed The Arcists, a band consisting of artists, bloggers and producers. Together they made a version of a big 90s hit with the help of Xperia arc. We invited the consumers to become part of the band at www.thearcists.com. On the website, anyone could change the song to their own liking. Later on, we released a second version powered by the world’s biggest band.

Consumers could also join the band during the Way Out West Festival by transforming the song through a physical installation consisting of 9 arc-phones.

Documented Results
We received coverage in 30 highly-relevant media.

• 100% of the clippings mentioned the 'super group' or 'the world's biggest band';
• 2,000 Facebook 'likes' of the campaign site;
• Each visitor spent about 3 minutes on the campaign site;

Sweden’s biggest evening newspaper, Expressen did a double-spread on the campaign where the reporters even mentioned that Sony Ericsson was behind the initiative. TV4 News did a newscast on the initiative, and finally, most impressively, it was discussed during an 8-minute prime-time debate on national radio about the fact that bands have started to crowdsource band-members.