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CASE STUDY: Sony Ericsson's National T-Side Bus Campaign

Provided by Exterion Media
Global mobile phone brand Sony Ericsson launched an effective national T-Side bus campaign that delivered positive results.

What was the Challenge / Background of the Campaign?

Global brand in the mobile industry handset Sony Ericsson was established in October 2001. They wanted to build status as a leader in music and innovation, to create awareness of this & spread the message that there is a Sony Ericsson for everyone. The challenge was also to get new customers to buy their products and therefore have an increase in sales and be seen as a global brand for music, innovation and mobile handset technology. They needed an effective way of spreading this message to a diverse audience frequently, and chose to market using T-Side bus advertising. Find out more...

What was the Campaign Objective?

To build brand awareness. THE RESULTS: Successful with positive increase in spontaneous recall from pre to post campaign with 57% of adults recalling Sony Ericsson. Ad recall was high at 42% with even higher recall for younger people, ABC1's and men. Consideration to buy Sony Ericsson was good - 31% said they were likely to follow the advertising. Overall this study demonstrates Sony Ericsson as a strong brand - as leaders in mobile phones - a stylish, high quality brand, one that's easy to use and good to be seen with. Bus advertising proved an effective solution.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details30 million people in the UK who see bus adverts weekly
16 - 24
25 - 34
Both
ABC1
C2
OUTDOOR / TRANSIT MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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