ERICSSON | 2618 LiLi Edition
An overview of the Ericsson Ltd Edition 2618 LiLi Handset
An overview of the Ericsson Ltd Edition 2618 LiLi Handset
In the latter part of the 90s, Ericsson launched the A2618. This was an entry level, price point handset that was targeted at first time buyers, youth and housewives. The handset was very basic with all the required technical capabilities of the time - the unique proposition was meant to be the customisation opportunities with the faceplates and backplates.
Unfortunately, and realistically, this product was 2 years too late for the brand and for the market. Nokia had positioned itself as the fashion leader, and internal antenna were now a selling and comparison point. Whilst the price point was low and there were many design and colour options for the casing, it was a product that had been designed based on market research and insight from previous years requesting a fast fashion, entry level product. Too little - too late.
At the time, in APAC we were running the APAC Youth program and were partnered with MTV around Asia Pacific with various properties and activities - on of which was the world's first virtual VJ, LiLi™ - powered by Ericsson.
Working with Phunk Studio's out of Singapore, we created various options for a LiLi Edition 2618, which would essentially come as a kit to 'dress up' the basic model. To cut down on the interference with the manufacturing, shipping and logistics issues with local markets and their existing 2618 orders that were already in stock, we created a pack, a kit, that could be ordered depending on the number of existing stock a local market wanted to take to turn into 2618 LiLi Editions.
The below materials showcase the final packs, the design options leading up to it that the local markets were presented and also support materials such as premiums, merchandise etc. There were even ad spots built into LiLi's MTV broadcast through MTV Asia to help promote and pitch the product.
This was 1999.
Unfortunately, and realistically, this product was 2 years too late for the brand and for the market. Nokia had positioned itself as the fashion leader, and internal antenna were now a selling and comparison point. Whilst the price point was low and there were many design and colour options for the casing, it was a product that had been designed based on market research and insight from previous years requesting a fast fashion, entry level product. Too little - too late.
At the time, in APAC we were running the APAC Youth program and were partnered with MTV around Asia Pacific with various properties and activities - on of which was the world's first virtual VJ, LiLi™ - powered by Ericsson.
Working with Phunk Studio's out of Singapore, we created various options for a LiLi Edition 2618, which would essentially come as a kit to 'dress up' the basic model. To cut down on the interference with the manufacturing, shipping and logistics issues with local markets and their existing 2618 orders that were already in stock, we created a pack, a kit, that could be ordered depending on the number of existing stock a local market wanted to take to turn into 2618 LiLi Editions.
The below materials showcase the final packs, the design options leading up to it that the local markets were presented and also support materials such as premiums, merchandise etc. There were even ad spots built into LiLi's MTV broadcast through MTV Asia to help promote and pitch the product.
This was 1999.
