In Turkey, Nokia is known as the mobile phone leader whilst Siemens is known for its excellent fridges.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, we 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 eight months.