| Effie Awards 2010 | ||
|---|---|---|
| THE WINNERS | IT/Telco | Bronze |
SUMMARY
Sony Ericsson (SE) has a strong music heritage driven by the successful launch of Walkman™ phones and initiated the music mobile phone segment.
The aim of this campaign was to make best use of the emotional significance of the MTV EMAs for the target group and develop a 360° brand engagement campaign. The challenge was to turn a passive sponsorship into an active sponsorship to maximize ROI.
The business objective...