Cannes Lions

WALKMAN

TALENT PROPAGANDA, Sao Paulo / SONY / 2006

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Overview

Entries

Credits

Overview

Execution

Bizz magazine was chosen by its publisher to receive a huge investment, to convey with the fast growing entertainment business. The partnership with Sony Ericsson was just in time. We followed a clear direction: to insert the brand in the most trendy and updated situations. Before anybody else, we captured the Pod-Cast excitement. Taking advantage of U2´s Tour in Brazil we launched the first DVD, featuring Bono Vox’s group. Elevator media was strategically placed.

Outcome

Sony Ericsson’s Walkman is a success. With a price range way above the competitors, still the manufacturer is having a hard time to keep up with such demand. The manufacturer chose the right product innovation while the communication strategy gave it a perfect positioning and visibility. Results are awesome.

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