Messenger Answers Sony Ericsson’s Call

Case Study, 07/06/07
Messenger Answers Sony Ericsson’s Call
In the highly competitive mobile phone marketplace, Sony Ericsson has staked out a positioning based on innovation—and they needed to keep it.
 
For the launch of the W800 Walkman phone in late 2005, the company needed to demonstrate its innovative approach to the key 15- to 25-year-old demographic, while engaging them with the handset’s capabilities as a media player. MSN Messenger (now Windows Live Messenger) proved the perfect platform for both tasks.
 
Objectives:
    • Reach a mass audience of 15- to 25-year-olds.
    • Drive awareness of Sony Ericsson as an innovative brand.
    • Position the W800 Walkman phone as a credible media player.
    • Build word-of-mouth excitement around the handset.
 
Creative execution:
Messenger Theme Packs (now Personal Expression) were developed to enrich users’ experiences through downloaded backgrounds, personalized symbols, and “winks”.
 
The style of the Personal Expression elements reflected the Walkman brand’s musical associations, while the use of audio as part of the “winks” helped to showcase the handset.
 
Results:
    • The campaign ran across Sweden for nine weeks.
    • During this period, 492,640 Theme Packs were downloaded: 7,819 per day.
    • A total of 1,972,969 “winks” were sent, over 30,000 each day.
    • The statistics showed not only mass reach amongst the target demographic, but strong engagement of young users with the branded Personal Expression.
 
Contact a Microsoft Advertising Representative to learn more about the benefits of advertising on Windows Live Messenger.
 
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