Our contribution was to see sponsorship, not just as cheap airtime, but as a total communication solution that would change that perception.

First we sponsored the target audience’s top four programmes to dominate overall viewing.

Then dominated within those programmes through sponsorship packages that included:

Sponsor’s accreditation throughout; and banner advertising for retail partners; and first in-break spots; and access to scriptwriters to ensure programme integration beyond ‘phones as props’.       

By concentrating activity to just four programmes Siemens Mobile cut through to the audience, changed perception, and doubled its market share in just 8 months.

What makes this submission special? Why is it a great idea in its context?  Why should it be a winner?

Everything was done to maximize exposure for Siemens Mobile:  

Through access to the production schedule and scriptwriters we could co-ordinate the product integration with the other activity.

So in the climax of ‘Asmalı Konak' – Turkey’s top drama – Tamer gives the beautiful Zeynep a Siemens C55 phone.  When he calls her on it, the ringtone is his voice saying ‘Zeynep! Zeynep!’ and his face appears on the display.  When she answers he proposes.

This product integration, just one out of a total of 109, communicated the phone’s USPs of recordable ringtones and picture editor at the highest rated TV moment during that phone’s launch period.  

And all whilst people were actively watching TV and not tea-making!

Communication Goals

The marketing objectives were simple: ‘Get 2nd in sector and start catching Nokia!’

The communication goals however were more complex:

Change people’s perception of Siemens from ‘cold’ to ‘trendy’; build credibility for Siemens Mobile; grab technology leadership by announcing innovations before Nokia; then launch several handsets – each with unique features aimed at different requirement groups.

This needed continuity to establish and build credibility; association with things young and trendy for appeal; cut through to get noticed and an endless series of ‘new news’ campaigns for leadership and phone launches. 

The sponsorship strategy achieved all this in 8 months, and at a quarter of Nokia’s budget.

Media Solution

This campaign was a success not because we used sponsorships but because of the way we used sponsorship.

Sponsoring the top four programmes – in total 310 episodes of Asmalı Konak, Zerda, Ally McBeal and Dawson’s Creek - generated greater cut-through than the same investment in normal airtime.

Association with popular programmes built positive brand values.

The continuous presence built familiarity and credibility.

The 109 product integrations built strong consideration through product visibility.

The sponsorship template allowed new products to get exposure instantly ensuring Siemens Mobile was always first to market with messaging. 

The different profiles of the programming gave us targeting by different cluster group.

The first in break spot advertising (just in case anyone had missed the other messages) gave time to expand on product news + details.

Then the retail banner advertising acted as an immediate call to action.

Nokia uses heavy multi-media advertising for 42 weeks for its communications.  

Siemens Mobile managed to get its entire message across within a single programme then repeated that four nights per week for eight months. 

Despite well-established competitors in this market, Siemens Mobile leapt from unknown to 2^nd most considered brand whilst increasing its market share by 106%. 

Further Nokia’s image suffered as exclusivity deals restricted its access to core programming.