Ericsson Hopes Celine Dion Has ‘Power to Be Heard’

Small Iowa Shop Serves Up Rock Fan Tradition in New TV Spot
CHICAGO–Ericsson Mobile Phones has hitched its brand to Celine Dion’s stardom with a campaign tied to the Canadian singer’s concert tour.
“Celine Dion On Tour Presented by Ericsson” begins Aug. 21 in Boston, where the client will kick off a heavy schedule of pre-concert TV and radio advertising. Ads are slated to run in 22 cities for the U.S. tour, though not in Canada.
A 30-second TV spot from Ericsson agency Creswell, Munsell, Fultz & Zirbel in Cedar Rapids, Iowa, plays off an ad the shop broke last October. That commercial showed football fans using their lighted-dial cellular phones to illuminate a stadium after a power outage; the new spot depicts concertgoers lifting their Ericsson phones, as rock fans do with cigarette lighters, to urge Dion’s return for an encore.
In addition to updating the football spot, Ericsson wanted to alter its theme, “That’s the power of voice,” without wholly replacing it, said Karen Morris, manager of brand development for the Research Triangle Park, N.C.-based company.
Tour-related advertising is themed, “Celine Dion has the power to be heard. With Ericsson Mobile Phones, so do you.” TV and radio spots will carry the names of local Ericsson retailers in each tour city.
In addition to extensive on-site advertising at all concert venues, the program includes an in-store promotion, offering an exclusive, free Celine Dion: In Her Own Words video with any Ericsson phone purchase. Entry forms for a national “Soirƒe with Celine” sweepstakes will also be in stores. Top prize is a trip to attend the taping of a Celine Dion holiday TV special this fall.
Entertainment Marketing Inc. in Chicago is handling promotional elements of the estimated $10 million campaign.
The Dion tour effort will run through October, after which Ericsson will launch a national print campaign to back four product launches, Morris said.
Ericsson boosted ad spending to nearly $50 million in 1997, up from about $20 million in 1996, according to Competitive Media Reporting.
–with Tobi Elki

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