Three TV executions, breaking in the UK in mid-June, will show Sony Ericsson's green logo morphing into a camera, a colourful fish and a person's face to demonstrate functions such as taking pictures, colour screen and picture phone book.
In one ad the logo changes into a camera to reflect the T68i's CommuniCam attachable camera, which allows customers to take a photo and send it on.
It will be preceded by print, outdoor and online work breaking at the start of June to promote the raft of handsets launched in March, as well as a below-the-line push by Iris. Media is by MediaEdge:CIA.
"This is the first time many consumers will have seen or heard of the Sony Ericsson brand,
said Peter Marsden, director of marketing for Sony Ericsson UK and Ireland. "The launch campaign is in line with our imaging and entertainment strategy, which we hope will lead Sony Ericsson to the number one position in five years' time."
The campaign airs in Europe before reaching more than 20 markets. Sony Ericsson was created as a joint venture company aiming to overcome Ericsson's flagging brand image by combining its mobile expertise with Sony's marketing talent.
The company has also struck a deal with Spaced, the interactive media company, to sponsor its 'Spacepod' photo kiosks in nightclubs. These enable clubbers to take digital photos and e-mail them to friends. The deal aims to promote the Sony Ericsson brand to a youth audience. Spacepods appear in premier nightclubs as well as parties in Ibiza.
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