Siemens Mobile Phones has committed to a three-year sponsorship of the ÒSiemens Mobile Wave TourÓ, a worldwide Òflow boardingÓ display event that kicked off at Fox Studios on 6 February, to take its mobile products to a younger generation, aligning its brand with all the excitement of surf, snowboarding and skateboarding.Funded by the companyÕs head office in Germany, the tour features a massive surf tank holding 500,000 litres of water that can produce a wave 4m high, with top international surf, skate and snowboard talent, and offers free entry, DJs and live bands.ÒThe young kids are so excited to be able to see the wave and the top professionals in their sports,Ó says marketing manager Jane Morgan. ÒOur marketing hasnÕt been a hard push selling product, more like just come along and have a great time at the event.ÓAt the PR launch, celebrities and sports identities took on the wave, generating substantial media coverage from Channel V, the Nine Network and Fox Sports, which has filmed a half-hour program for international distribution.Morgan says the initiative, first dreamed up by a former vice-president of Siemens, is a crucial part of the brandÕs strategy to reach youth. ÒWeÕre now in a situation where we have the right products and we saw the potential in the mobile wave. There are only two in the world and weÕve got both.ÓSiemens has secured partnerships with leading brands like sunglasses label Oakley, surf manufacturer Billabong, Toyota, Smirnoff, Tooheys and Pepsi.A street team took to Manly and Bondi beaches in promotional vehicles supplied by Toyota, publicising the event and supplying posters to surf stores. ÒWeÕve mainly focused our advertising on the sport and surf sections of local press, as well as word-of-mouth to raise awareness,Ó explains Morgan, who adds that the success of the local event will determine if the tour starts in Australia again next year.After Sydney, the tour will head to nine cities internationally, including San Diego, Rio, California and Dubai.
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