Agency: Bartle Bogle Hegarty | Authors: Martin Smith and Heather Alderson |
Sony Ericsson T610
'Redrawing the adoption curve'
INTRODUCTION
This paper is about how the Sony Ericsson T610 became the 'must-have' mobile phone in the autumn of 2003. Despite the risks, Sony Ericsson was courageous enough to break with convention at launch. It adopted a different targeting strategy from the competition and hence different creative and timing strategies. Its courage was rewarded: it achieved more than double the payback that it would have generated had it adopted a standard marketing approach, and with the help of the T610, Sony...