Sony Ericsson Launch Campaign, the Motiolympics
The term, "Team Aerobics", could be what people took away from Sony Ericsson's launch event in Tehran for their motion gaming, F305 handset. "Team Aerobics", was the term daytime TV host used to refer to the breakdancers as we glared on at the gymnastic dexterity of 10-plus men twisting to the beat and the cheers of the enthused crowd. Those that didn't leave with this new term on their mind were maybe lucky enough to leave with a prize F305, or better still, the grand prize of an all expenses trip to the FIFA World Cup 2010.
Maybe the word "Teamobics" could have been used to follow the theme of things in the same way that "Motion" and "Olympics" combined to give us the name of event. So I guess that would make the athletes of the Motiolympics event, Motiolympiads? I digress.
Our evening's orator, the daytime TV host, hopped, skipped and jumped between special guests and the Motiolympiads keeping the crowd entertained as we saw the contenders whittle down to a final few. These Motiolypiads battled it out having earned their place among the final few after having achieved highest scores during the preliminary rounds held simultaneously in shopping malls across Tehran.
"What's your name and how old are you?", came the host as the contenders thrust their wrists out in efforts to score goals, catch fish or upturn bowling pins. Among this continued interference, the Magnolia team dashed around, themselves trying to score, be it food on their VIP tickets or additional tshirts and caps for their families. Between such important matters the Magnolia team prepared for the winner's photo, arranging details ready for the congratulatory press ad; worrying about cultural complications should a female Motiolypiad be triumphant as turned out to be the case.
As we reached a conclusion, all goals, pins and fishes counted, our winners were announced. Our Motiolympiads stood proud for the final podium-press shot. It was not only a win for our triumphant three but also for Sony Ericsson, who successfully saw through a 360 campaign including PR, direct mailing, mini-site, shopping mall stands, billboard and press advertising. "Congratucelebrations" to all involved.