Client’s Brief:
The much anticipated debut of Sony Ericsson’s Xperia X1 was all set to be launched in November 2008. The first Windows Mobile unit for the company had indeed complimented the brand’s predominant persona – chic design and all encompassing functionality.

Business Challenge:
Having been much anticipated, the communication challenge posed to Essence Communication was very clear. We were tasked to communicate the distinct functionality of Sony Ericsson’s new brainchild whilst avoiding any direct or indirect comparison to competitor brands. The rationale for this was simple. Every product and brand has its unique consumer appeal. Essence’s challenge was to highlight the feature rich functionality of the Xperia X1 without being benchmarked against other smartphones in its class.

Essence’s PR Strategy:
Starting off with a series of eDMs to create somewhat awareness about the functionalities of the Xperia X1, the PR strategy was then followed by a Launch Preview event that was held specifically for tech media members and bloggers. The Launch Preview had been a mechanism to demonstrate to the participants the full breadth of the product’s functionalities.

Subsequently, a product launch was held enticing eager buyers to queue as discounted rates were being given to the first 50. With the tremendous hype created around the product and its functionality, the launch event witnessed buyers who had camped more than 24hrs for these discounted giveaways.

Eager bloggers who had awaited the launch of the product had also worked with Essence Communication in delivering real-time online updates as it happened on-site. 

Results:
The two pronged strategy to create product knowledge had been an overall success. The Launch Preview which was a relatively technical preview had created substantial appeal to the media. The demonstration of the products usage and functionality was just “what the doctor ordered”.

Subsequently, reviews that had appeared before and after the product launch event clearly communicated the distinct features of the Xperia X1. Moreover, it was overwhelming to have the large turnout and even overnight campers.