Magazine article Marketing

Sony Ericsson in T68i Ad Debut

Magazine article Marketing

Sony Ericsson in T68i Ad Debut

Article excerpt

Sony Ericsson is gearing up for a launch marketing blitz that aims to capture the benefits of picture messaging as it begins the huge task of toppling market leader Nokia.

A global ad campaign by Bartle Bogle Hegarty will focus on the company's T68i, the first handset that enables people to send pictures as well as text, otherwise known as multimedia messaging (MMS).

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. …

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