Regular spots were used, half of them with first / last positions3 different TV commercials in 3 waves, constant change of creatives in order to avoid wear out. As our target group was teenagers who constantly demand new messages.In addition to that Sony Ericsson sponsor clips before and after the show, with Sony Ericsson`s logo in showtrailers.

Product placements in show, the usage of phones and accessories (big Sony Ericsson headphones) by contestants, phone image as a part of televoting screen graphics.Fan banners at the POP IDOL concerts.On TV3 web page POP IDOL Web-TV was created, what got Sony Ericsson Walkman skin. In addition regular banners at POP IDOL web page.

Changing attitudes is a long process, 4-month POP IDOL project was perfect match. Campaign’s hero product, high-end Walkman series phone W880i was the most sold Sony Ericsson model in May in spite of very high price.Sony Ericsson share of market was the biggest since entering Estonian market - 25%.