Sony Ericsson T610: Redrawing the adoption curve - IPA Effectiveness Awards Case Study 2004

Brief Description: This paper is about how the combination of timing and targeting of advertising made a big difference to its effectiveness. By bravely advertising significantly after the launch of its T610 camera phone, Sony Ericsson created the must-have phone of 2003. It challenged traditional handset launch advertising, by ignoring Early Adopters and instead targeting the Early Majority. This approach didn't just pay back the investment, it created a degree of effect that beat all the norms. It was effective and efficient ;---(TAGS)--- Full Title: Redrawing the adoption curve ; Number: 2004/22 ; Brand Name: Sony Ericsson T610 ; Client: Sony Ericsson ; IPA_ProductCoding: Telecoms (Telecoms - mobile handsets) ; Agency: BBH ; Author: Martin Smith ;