BenQ merged with Siemens in 2006 and wanted to devise a campaign to promote their new range of handsets. BenQ wanted to raise awareness of the E61 handset and build associations that is was "The" phone for music on the move.

1) Raise awareness of the E61 handset communicating that it was "THE" phone for music on the move 2) Position the E61 as high performance, high quality and a highly desirable mobile as where performance meets music 3) Drive awareness, impact & appeal

In a media first, Bauer² created three bespoke animated characters to front the campaign activity across Bauer's music TV channels. Each character represented a music genre: Rock, Pop & Urban. Each character investigated the benefits of music on the move which was showcased on all platforms: The three-month campaign ran across all Bauer music TV channels with supporting activity on Kiss and Kerrang! radio and online sites.

Results from independent campaign research show that from low levels in the pre-advertising stage, an impressive 24% of the advertised samples are able to mention BenQ Siemens on a spontaneous basis. In addition to this, just over half, 54%, believe it would make them consider looking into buying a BenQ Siemens E61 in future.

The characters created a personality around the mobile phone product which helped to build brand awareness and spontaneous recall. This was believed to be an important factor in the highly competitive marketplace of mobiles. The use of advertising mediums (online, TV and radio) allowed Siemens and BenQ to reach their target audience effectively.