Communication strategy lessons @ Panteion University (Dept. of Communication, Media & Culture Strategy behind SE Xperia X10 + Lipton tea case studies 27/03/2012 http://1story.tumblr.com/

1. 1story.tumblr.com
the story of a story
Loukas Petrounias
Executive Director, Solid Communications
Visiting Speaker@Panteion University
Εργαστήριο Διαφήµισης και Δηµοσίων Σχέσεων
Τµήµα Επικοινωνίας Μέσων και Πολιτισµού
Πάντειο Πανεπιστήµιο

2. Αυτό το µάθηµα είναι η δική σας ιστορία...

4. Last episode....

5. Account Account
Creative management planning
Studio Production
Traffic and more...

6. Η ΤΟΜΗ ΤΗΣ
ΑΛΗΘΕΙΑΣ

7. Εκεί που τέµνεται η αλήθεια του brand,
µε την αλήθεια του καταναλωτή.

8. “Στόχος του Εµπορικού
τµήµατος (client service) είναι να
την ανακαλύψει”
“Στόχος του Δηµιουργικού
τµήµατος (creative) να την
αναδείξει”

9. “Αναζητούµε την
ηγεσία του brand”
“Εµείς ορίζουµε τον
άξονα της ανατροπής
µας”

12. WE NEED

14. Άµεσο marketing
Direct marketing is a type of advertising campaign that seeks to
elicit an action (such as an order, a visit to a store or Web site, or a
request for further information) from a selected group of
consumers in response to a communication from the marketer. The
communication itself may be in any of a variety of formats including postal
mail, telemarketing, direct e-mail marketing, and point-of-sale (POS)
interactions. Customer response should be measurable.

15. Sony Ericsson
Xperia X10

16. The challenge
Launch new Xperia X10 mobile into the Greek
market, in an innovative way. Research
showed that product trial was the key factor in
the buying decision process.

18. Our proposal
Implemented a new technology which has never been used in Greece before, in order
to intrigue and motivate the audience and increase product trial and interaction.
Allowed users to interact with the phone without even having to enter the shop, 24
hours a day 7 days a week.
An interactive screen was placed in display windows, in 6 key stores, of the biggest
mobile retail chain stores in Greece (Germanos).
The interactive window replicated the software of the devise. Users, could touch the
window and have the same user experience as when using the Xperia X10.
Additionally, a real time competition took place, where users instantly won the phone
just by entering their mobile number in a specific screen.

19. Results
The Sony Ericsson Interactive Window Display project became a global
case study for Sony Ericsson and was awarded by the Center of
Excellence. As a result, the project was made available for the local
markets to use and was localized and implemented by our agency for the
following markets: Sweden, France and Germany.
On a local level, the Interactive Window Display project was awarded two
of the top prizes at the Ermis Awards in 2010 (the most significant awards
ceremony for the communications industry in Greece):
Grand Innovation Award for all the Direct Marketing category
Gold Ermis award in Retail campaigns

21. Lipton tea

22. The challenge
Tea was considered from Greeks as a boring drink…
Lipton tea as the leading brand of the tea category
was looking for ways to increase consumption,
specially in a country where coffee dominates.

23. Our strategy
Creation of a 360 platform called "Tea Party" which led to a trendy
facelift for tea in general and subsequently for Lipton.
We made tea “FASHION”, an essential habit for the consumer,
having strong lifestyle elements.
We implemented “ΤΕΑ PARTY” platform through the line, creating a
strong community of tea lovers.

43. Results
Increase of market share of 7% in value.
Increase of turnover of 2,5% and volume of 3,5% in 2010.
Other markets (Italy, Germany, Austria) included "Tea
Party" platform in their plans.