Sony Ericsson To Launch Campaign In Support Of Walkman Phone
Sony Ericsson, in conjunction with Emap², is to start one of its biggest UK branding campaigns to date in support of its Walkman phone.
The campaign (put together by Sony Ericsson, Mediaedge:cia and Emap²) will run across a wide range of Emap’s media platforms in an exclusive deal designed to promote the Sony Ericsson Walkman phone as the ultimate portable music device.
The Soundtrack To Your Life campaign will include advertorials commencing in the August issues of Q and FHM and a July issue of Heat, and will also take the form of Sony Ericsson Walkman phone sponsorship of the music TV section of the EPG (Electronic Programme Guide), through Emap, which includes the following channels: The Box, Kiss, Q, FHM, Hits, Kerrang!, Scuzz, Amp, Chartshow, B4, Vault and Channel U.
The TV creative, developed between IRIS Nation and Emap’s in-house creative team, will be integrated into over 6 hours of programming each week, covering all genres of music. This part of the campaign will air from August 2006.
The TV and magazine activity for Sony Ericsson will be supported with radio activity including Kiss Radio’s Open Aired programme, which delivers the latest news and live DJ mixes from the summer festivals, and also sponsorship of the station’s evening programmes. In addition, Emap’s ticketing service site, Aloud.com, will be running a special festival guide for users during the summer months that will be sponsored by Sony Ericsson.
Rob Tomalin, head of strategy at Emap², said: “I am delighted with the great strategic thought and ground breaking creativity which has gone into planning and executing this innovative campaign. The planned activity perfectly illustrates how Emap² can create and deliver genuinely creative cross platform solutions based on real consumer insight.”
Ben Padley, head of marketing for Sony Ericsson UK & Ireland, said: “We are excited to be working with Emap² and Mediaedge:cia on one of our biggest UK branding campaigns. Emap²’s insight and media portfolio has enabled us to reach our target market of music savvy consumers to convey the message that Sony Ericsson is the music market leader because it understands how music fits in with your life.”
Sony Ericsson:www.sony.co.uk
Emap: 01733 568 900 www.emap.co.uk
Mediaedge:cia: 020 7803 2000 www.mediaedgecia.com