CAMPAIGNS: WSW rings in celeb count for Siemens - Product Launch

Client: Siemens Mobile Devices

PR Team: Weber Shandwick Worldwide

Campaign: Launch of Siemens SL45 mobile phone

Timescale: September 2000 - ongoing

Budget: Undisclosed

The Siemens SL45 is a mobile phone with the capability to play 45

minutes of MP3 music. It was launched internationally in Venice in

September 2000, with the UK debut in February this year.


To create demand and position the Siemens SL45 as the ultimate in

exclusivity, desirability and sophistication.

Strategy and Plan

A selection of UK journalists attended the international launch in


A media relations campaign began with the official unveiling of the

phone in the UK taking place at consumer fair Live 2000.

On 8 February 2001, a lunch at London's Quaglinos restaurant was held

for specialist press. A presentation was given by Siemens


In conjunction with Fran Cutler's party agency, 2active, Weber Shandwick

made arrangements for an A-list celebrity party to be held on 22

February, in the middle of London Fashion Week.

News of the party spread and journalists called up wanting an


There were limited numbers on the night and a strict guest-list was

adhered to.

The party was attended by the likes of Mick Jagger, Ronnie Wood, Jude

Law, Kate Moss and Claudia Schiffer. All guests were given a bag

containing a phone. The day after the party all national showbiz desks

were provided with information on the party.

The week the phone arrived in the shops an advertorial on icons

featuring the Siemens SL45 ran in GQ magazine.

Measurement and Evaluation

Product previews and reviews appeared in the national, specialist and

lifestyle press.

Traffic to Siemens' site increased by 150 per cent on the day that GQ

came out.


The most significant result has been the 'word of mouth' element

increasing demand for the phone within celebrity circles, and

potentially beyond.

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