Sony Ericsson was the headline sponsor of Ibiza Rocks from 2005 until 2009, forming a very iconic four year partnership.

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In 2007, while working for market research company Entertainment Media Research, I signed a deal with Sony Ericsson's agency Saatchi & Saatchi, to help them measure and quantify the value of this partnership.

 

I presented the idea of designing an online quantitative study aimed at Sony Ericsson's target demographic in four key European markets. The purpose was to collect precise information about awareness of Ibiza Rocks, impact on brand perception (purchase propensity and loyalty) and preferred activations that would add value to festival goers.

 

Brand and agency both liked the concept and commissioned the strategy research from us. I oversaw the creation of the questionnaire, the selection of the panels and the interpretation of the data obtained.  Then I presented the results and strategic recommendations to both Sony Ericsson and Saatchi & Saatchi.

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The report contained several actionable key findings. One of the main outcomes from this study was the clear appetite for a themed hotel that would enhance the experience of those coming to the festival. Following our recommendations, in 2008  the brand and the festival launched a new property: Ibiza Rocks Hotel. Although Sony Ericsson no longer sponsors this festival, the hotel remains an iconic part of experiencing Ibiza Rocks to the fullest.