Client: Siemens Mobile Devices
PR Team: Weber Shandwick Worldwide
Campaign: Launch of Siemens SL45 mobile phone
Timescale: September 2000 - ongoing
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
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
Traffic to Siemens' site increased by 150 per cent on the day that GQ
The most significant result has been the 'word of mouth' element
increasing demand for the phone within celebrity circles, and