To launch Diva to 18-24 females, we positioned it as the ultimate fashion accessory and developed a strategy that embodied this proposition. We knew a partnership with Elite Model management and exclusive fashion gift-with-purchase offers would turn heads. Supported by 'live' Diva window displays, competitions and handset demos, we secured retail presence for over 3 months.
The result? The best-selling female handset in Q2 2010.