Brief: Raise awareness of the partnership between Sony Ericsson and Quantum of Solace and promoting the new Sony Ericsson C902 handset.
- The objective of this campaign was to develop a media and communication plan that was fully integrated across relevant touchpoints to raise awareness of the partnership between Sony Ericsson and Quantum of Solace and promoting the new Sony Ericsson C902 handset.
- The communication message was aimed to position Sony Ericsson as a credible phone of choice that’s forward thinking, innovative and portray it as an inspirational but accessible brand.
- Target audience – Adults 16+ (with abc1 male skew).
Sony Ericsson Cyber-shot & their new C902 handset were official film partners of the latest much anticipated Bond film Quantum of Solace, starring Daniel Craig.
O2 is a co-sponsor and exclusive network provider of the ‘titanium’ coloured phone as used by Bond and featured in the film.
And for the 2nd year running The Independent was the official media partner tasked to create a campaign.
The Big Idea:
The Bond Brief – Spy Trail
Using engaging press ads and the medium of a mobile phone with texting we created the ultimate Bond Quiz. Each day our audience had to answer 3 questions about famous Bond films. The campaign ran for 7 days and each day was themed, for example questions on Bond girls, Bond baddies, Famous lines etc… were asked.
Each day one lucky reader had the chance to win a Sony Ericsson Titanium C902 Cyber-shot. But that’s not all. All correct entries gained automatic entry to the Grand Prize Draw for a chance to win a holiday to a luxury Bond location.
Meeting of Success Criteria:
Innovative and interactive - Engages consumers far beyond standard display advertising, combining a press campaign in The Independent, mobile technology, (SMS), and competition with exciting prizes.
Ensures the highest level of take up and participation – no premium rates, mobile technology is an easy instant mechanic.
SMS was used as a spring board for richer content. All messages were branded by Sony Ericsson emphasizing very clear association with Bond ‘ Thank you for taking part in Sony Ericsson’s Spy Trail. Sony Ericsson C902: Bond’s favourite phone.’
Addition al SMS messages were used to reinforce branding Sent amazing and original ‘Bond facts’ to ensure a personal Bond Experience. SMS messages also highlighted the benefits of the Sony Ericsson C902 phone.
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