Golden Target Award Entry 2009 in Corporate Social Responsibility Category
Sony Ericsson had been admired for years in Australia for its innovation, music functionality and coolness but its position was about to be challenged when word hit that the iPhone was coming to town. A masterpiece strategy was needed to ensure the mobile phone company maintained its position at top of the charts. The company had two choices; go head-to-head with the worlds most hyped-up phone or seize the hearts of the target youth audience.
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