Challenge: Launch another Sony Ericsson Walkman handset to a notoriously fickle EMEA youth market. Are target audience are continuously bombarded by brand messages so we needed to ensure product stand out by making the handset’s USP’s (easy navigation of music and quick movement between tracks) resonate with their lifestyles and their music accessing methods.We conducted an international study into music consumption which revealed a new phenomenon. Our audience were listening to short snippets of music rather than full tracks in order to get their entertainment fix.We named this new music movement Sound Snacking and positioned it as a new cultural trend upon which we hung all our product and brand messages.To add localised news value we conducted a biological experiment, analysing how sound snacks could affect our bodies and minds and comparing different musical genres that ensured an international flavour - surprisingly, men are more ‘in tune’ with how music makes them feel. According to our findings, they are turned on by Brit Soul whilst women find German Hip Hop arousing!Finally, media got involved during a European Sound Snack brand experience tour.Outstanding results:We smashed the ROI goal with a 5.5:1 ROIAVE €712,339PR value €2,137,017 Reached 25m people

KEY CAMPAIGN TIMINGS:Feb/March: Planning, securing markets, tool kitsApril: Research/ analysis/ Press material collationMay/July: Campaign live/coverage/press tour INTERNATIONAL RESEARCHYouGov surveyed 500 x18-24 year olds in 34 EMEA markets to ascertain changing trends in mobile music consumption. Results proved they were purchasing and listening to snacks of content, plus listening to specific parts of tracks more than others.

BIOLOGICAL EXPERIMENTA media friendly behavioural psychologist ensured the experiment would deliver newsworthy results. An international sample of 200 x 18-34 year olds were tested for hormone changes in their saliva before and after listening to Sound Snacks:• Cortiso – stress hormone. Does it make you feel relaxed/ lazy?

• Testosterone– gauge of arousal. Do you feel sexy/ turned off?• Immunoglobulin A (IgA)- gauge of well being. Do you feel healthier? Clever comparisons provided great media fodder – while men find Latvian pop ‘uplifting’, women are 'excited' by South African Rock.

SOUND SNACKS PRESS EXPERIENCEA press experience tour invited media to try the experiment, interact with the product and see the research first hand – extending coverage opportunities

The campaign smashed the 150% ROI goal by delivering 5.5: 1. Every Euro spent earned €5.5.SPOT ON MESSAGING:The innovative nature of the research and unveiling of new music listening habits strongly positions Sony Ericsson Walkman as a 'leader in music and a pioneer of new trends'.

Metrica analysis found:93% of Sound Snacks coverage referring to the handset was favourable.

Sound Snacks was the most prolific message (45%).

The Sony Ericsson W350 handset and it’s alignment with convenient music consumption was the second most prolific message (40%).

85% of coverage detailing the biological research was favourable and those that mentioned the press event were strongly favourable – proving the positive effect of direct interaction with media.

THE FACTS: • 34 EMEA countries took part in the campaign.• PR Value: €2,137,017• AVE: €712,339• OTS: 25,484,671• PR ROI: 5.5: 1