Over 500 people are being invited to a party to be held at the CC Club in London's West End on 30 January. The Ultimate Event Company won a four-way pitch to host the event, which Siemens hopes will reposition its handsets as more stylish and trendy. "We are targeting mobile marketing managers to try and move Siemens away from its image of being the Volvo driver of mobile phones, said The Ultimate Event Company managing director Sue Martineau.
The event is being marketed using the strap-line, 'No Ordinary Party, No Ordinary Phone'. It will feature elements such as an Oxygen Bar, ice sculptures, a laser show, light drink cubes etched with Siemens' logo, and Photo Fantasy Messaging, which allows guests to have their faces digitally put on the cover of a chosen magazine. Pop act Sophie Ellis-Bextor will also be performing, alongside emerging girlband Fragile.
"None of the four agencies that pitched for the business were given any brand guidelines but The Ultimate Event Company managed to accurately interpret what we were looking for, said Siemens Mobile events and sponsorship manager Charlie Mitchell. "We want guests who have an influence on which phones are chosen for different networks so we can move the company forward in the correct way."
The Ultimate Event Company will target intended guests by text message on 6 January. A branded email will appear the next day that will allow guests to register for the event via a dedicated website. On Wednesday 8 January, a specially designed invitation will arrive on their desks.
The S55 picture messaging phone was launched during October last year in New York.