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BenQ Siemens: A Telephone for You, Ladies

Posted on February 13, 2006
Nicolas Mirguet

Buzz has just reached the Grand Duchy of Luxembourg, which just shows everything does indeed get here! BenQ Mobile got the buzz ball rolling with the debut of its new "CL75 Poppy" phone. The brand has asked us at Culture-Buzz to help it put together a communication strategy for its latest phone that includes buzz marketing, blog marketing, and seeding.

BenQ has launched a blog dedicated to the Poppy telephone, where the 5 ambassadors (all women) who were selected to test the product can communicate in several languages about their experience with the new phone designed for women.

Isabelle Piton, head of BenQ Mobile in Luxembourg said: “We want to be innovative and try new communication approaches such as buzz or blogs. But, above all, we want a marketing approach that puts consumers first. We need to give the floor back to consumers because they are one of the best product promotion tools we have. What better way to celebrate Valentine’s Day than to give 5 women the chance to talk about the CL75 Poppy, mobility, and new technologies?”

“A blog is more than just an informative site, it’s also a real community platform, a true buzz tool” explains Emmanuel Vivier, CEO and founder of Culture-Buzz.

Offline, the campaign includes a streetmarketing operation with mini flyers that contain poppy seeds for planting! The buzz operation certainly will not go unnoticed in the Grand Duchy. It is sure to get people talking!

We should mention that a viral campaign for the Poppy phone will be launched shortly in France, mypoppy.com.