Campaign: Technology - Phones 4u puts women in the pink

Campaign: Launch of pink Sony Ericsson C905
Client: Phones 4u
PR team: Splendid Communications
Timescale: March-April 2009
Budget: £75,000

Phones 4u wanted a campaign to launch the pink Sony Ericsson C905, which it had secured exclusively.

OBJECTIVES

- To announce the launch of the phone

- To drive sales

- To establish the handset as a must-have accessory for women.

STRATEGY AND PLAN

Splendid carried out research that found most women were intimidated by shopping in mobile phone stores. A special 'Girls-Only Day' was set up and used to launch the pink handset at stores across the UK. Men were banned from stores and women were given free makeovers and photoshoots using the phone's camera. In London's Oxford Street store, the day was hosted by model Lizzy Jagger, who acted as a spokesperson.

MEASUREMENT AND EVALUATION

The campaign achieved 82 pieces of coverage. The story appeared in titles including Grazia, Heat, thelondonpaper, Closer, the Daily Mail Weekend and the Daily Mirror. It was also covered on Kiss FM and handbag.com. A competition run by Now magazine attracted 19,000 entries.

RESULTS

Following PR activity, Phones 4u saw a seven-times sales uplift, which increased to 11 times the week of the Girls- Only Day. Sales of other colour variants of the handset also increased by 100 per cent.

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