This paper explains that in order to sell more phones and to differentiate itself from other market players, Sony Ericsson decided to brand their communications in a different way. Working on the theory that ‘to do is to learn’, they devised a ‘Participative Branding’ model, going deeper than the visual branding tried elsewhere. Communications invited people to have a go. As a result of the campaign, Sony Ericsson gained market share, moving from 5th to 4th and brand loyalty increased from 37% to 43%. The new approach was endorsed by the networks with satisfaction increasing by 10% and satisfaction with advertising and marketing increasing by 12.5%. Overall, communications payback was €2.7 profit for every  €1 spent. 

Media used TV: Print: Outdoor: Interactive: PR: DM: Cinema: Ambient: Press: Sales Promotion

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