Gadget Ads

Sony Ericsson

Concept: Website Extension

Situation Profile

• Everybody's taste in music is different. This is because music is an entirely personalised and individual experience. So it made perfect sense that Sony Ericsson created a campaign for music lovers where people were able to customise the ads.
• To promote its range of Walkman ® Phones - and bring to life the inherent product truth that music enhances your mood and Walkman Phones mean you can do this anywhere, anytime - Sony Ericsson launched its Walkman World campaign across the Google content network. The launch of the campaign coincided with the unique opportunity to take advantage of Google’s Gadget Ad format.

Campaign Marketing Objectives

The gadget ad ran for four weeks starting in June 2007. Unlike traditional banners, which show a fixed image, viewers were able to interact with the ads and change the worlds, bringing to life the mood enhancement proposition. The ads’ key objectives were to:

• Appeal to the brand’s bleeding edge youth audience.
• Position the brand and create awareness around its range of music phones.
• Steer users to the Sony Ericsson website to find out more about the phones.
• Drive downloads of the customisable Sony Ericsson desktop MP3 player.

Campaign Strategy

• The ads appeared on several entertainment sites, including Bebo and YouTube as a MPU-sized screen
• Creative digital agency, Dare, designed the ads, giving users the ability to:
• Personalise the ad by changing background colours and styles to suit their mood.
• Click through to Walkman World and download an MP3 player to their desktop.

Results

The campaign generated an estimated total of over 7000 interactions and delivered 870 clickthroughs to the Sony Ericsson website.

More success stories »