Client Brief:

In October 2001, consumer electronics giant Sony joined forces with Ericsson, a market-leader in network infrastructure and telecoms, to form Sony Ericsson. It was to prove a powerful joint venture of two visionary companies.

Now, over 7,500 employees contribute to the development, design, marketing, sales, distribution and servicing of a full portfolio of products, accessories and applications. Hailing from over 40 countries and employed across the map, the Sony Ericsson people are inspired by the cultures that surround them.

In spite of a strong corporate culture and high potential for securing significant market share, Sony Ericsson represented a new entrant to the mobile phone industry with very low brand awareness and interest in Sony Ericsson’s products, mobile phones and accessories.

Sony Ericsson called upon Essence to build and mould Sony Ericsson’s desired public profile to achieve top of mind recall amongst its stakeholders in. But instead of using traditinal tactics to promote Sony Ericsson through tech and trade media, Essence would do so by positioning Sony Ericsson mobile phones not as pieces of technical equipment, but as lifestyle accessories.

Essence PR Strategy:

A holistic communications program was developed by Essence that improved Sony Ericsson’s brand image amongst its stakeholders. Essence positioned Sony Ericsson as The Innovator and Trendsetter for Different Lifestyles. This was done through an extensive media outreach program, inline with Sony Ericsson’s new products or accessories. Aside from working closely with the various technology publications, Essence pitched Sony Ericsson’s products to various other publications such as fashion, lifestyle, travel, motoring and entertainment.

Results:

• Sony Ericsson sales have tripled in the last 2 years.
• Sony Ericsson has become an industry leader in both its music phones and camera phones thanks to the outstanding success of the Walkman® and Cyber-shot™ series.
• Generated significant awareness and interest from all media across the board with an average of 100 news clippings a month.