The global campaign by Saatchi & Saatchi, Iris and Dare launches later this month to promote the trio of handsets, Yari, Aino and Satio.
The campaign asks ‘what if dreams could become reality?' and features people bouncing down the street on coloured space hoppers. The ad ends with the words ‘We're here to make it happen. Make.believe'.
The £8m UK marketing activity will be the first using the make.believe strapline, launched by Sony to bring the various Sony companies and products closer together.
Head of brand Cathy Davies said the make.believe strapline was ‘not just a marketing tagline for Sony Ericsson, but a set of values for the company'.
The campaign will also be the first to highlight the new coloured Sony Ericsson idents, which builds on the standard green Sony Ericsson logo with multiple colours and a ‘swoosh' of liquid colour. (Marketing, 28 July)
The advertising campaign will be launched on the back of initial digital activity on sites such as MSN and Sony Ericsson's own new website encouraging consumers to create their own space hopper.
The digital space hopper campaign asks people to ‘join the invasion' and chose their own space hopper colour and add a face and other details to it.
Sony Ericsson said the digital campaign would act as a flash mob style campaign with space hoppers ‘invading the web'.
The above the line campaign also features the gaming and video content available through the new trio of handsets. The Aino is the first to access Playstation 3 through the mobile handset.
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