The campaign objective was to position Sony Ericsson Walkman phones as a credible digital music player and 'The' music mobile phones to have.

The campaign objective was to position Sony Ericsson Walkman phones as a credible digital music player and the music mobile phones to have.

Two distinct campaigns were created to communicate the Sony Ericsson Walkman message to consumers depending on their level of music passion. "Savants" were at the top end where music means everything to them, to the broader group of "Casuals" where music sits alongside other lifestyle passions. Activity ran across a number of Bauer music and lifestyle brands featuring advertorials, radio and music TV promotions, sponsorships, and online activity.

The campaign established an ongoing dialogue with Bauer readers, listeners, viewers and users and built a long-term communication plan. Furthermore, the research confirms a successful campaign. Bauer are in a position to engage and interact further with our audiences and effective account management ensured a smooth delivery.

Conducting the campaign accross a number of media platforms helped to achieve media cut through and establish relationships with the target audience.