SONY ERICSSON | T68 & T300 Campaigns
Sample of ATL materials for the T68 & T300 handsets
Sample of ATL materials for the T68 & T300 handsets
The following materials showcase a variety of ATL materials for the T68 and T300 handsets. These handsets were the first to launch under the new JV branding of Sony Ericsson even though they were from the product development pipeline of Ericsson.
Also, the T68 first launched a version with Ericsson branding. This made the marketing quite challenging from a branding and communication / identity point of view. The T68 was the first product under the new "Liquid Identity" Sony Ericsson branding to be launched, but was not born from the design direction of the new JV. Added to that, the new identity was essentially unknown to the whole world. Based on this, a campaign was chosen that focused on embracing the new liquid identity whilst showcasing key product features unique for it's time.
The T300 had been 'adaptated' to have a bit more of the simplicity of design language Sony Ericsson aspired too, but was as well essentially from the Ericsson harvest. The campaign was targeted at the younger user, but was also a mase phone based on price point and features. One of the cheaper handsets with camera and colour screen functionality at that point of time.
For all materials, we could not establish as such the Sony Ericsson brand 'look and feel' as that was already planned for execution and grounding with the launch of the first true Sony Ericsson product, the T610. These products had to be launched and do their job financially whilst having 'ambiguous' brand templates with simple brand identification.
Also, the T68 first launched a version with Ericsson branding. This made the marketing quite challenging from a branding and communication / identity point of view. The T68 was the first product under the new "Liquid Identity" Sony Ericsson branding to be launched, but was not born from the design direction of the new JV. Added to that, the new identity was essentially unknown to the whole world. Based on this, a campaign was chosen that focused on embracing the new liquid identity whilst showcasing key product features unique for it's time.
The T300 had been 'adaptated' to have a bit more of the simplicity of design language Sony Ericsson aspired too, but was as well essentially from the Ericsson harvest. The campaign was targeted at the younger user, but was also a mase phone based on price point and features. One of the cheaper handsets with camera and colour screen functionality at that point of time.
For all materials, we could not establish as such the Sony Ericsson brand 'look and feel' as that was already planned for execution and grounding with the launch of the first true Sony Ericsson product, the T610. These products had to be launched and do their job financially whilst having 'ambiguous' brand templates with simple brand identification.
The spot below is for the ongoing MTV EMA (European Music Awards) Sponsorship that Ericsson had initiated before the JV. This was a promotional spot for the Awards.
