Ad campaign makes 110 metre dash

With music and games, the Sony Ericsson slim-slider W910i Walkman® phone is designed to be your playful companion to the world of mobile entertainment. That's why the company launched its national one-year Shake It advertising campaign using Wideopen Platform.

"Our company's key site, a 110m long hoarding situated at the V & A Waterfront in Cape Town, gave the launch a magnificent boost over the festive season. What's more, it is right next to various retail outlets, enabling consumers to purchase the phone on demand," says Caryn Cohen, the CEO of Wideopen Platform.

All it takes to change the track on the phone is a simple shake. The campaign highlights this unique feature of the Walkman phone range, ensuring consumers that the music-listening element of their phone is interactive and different. Says Cohen, "SensMe™ lets you pick a song or create a play list by mood. To randomly select a song by the flick of your wrist, simply use shake control," she explains.

Also featuring enhanced walkman functions, Bluetooth streaming, memory stick micro (1GB), HSDPA, 262K colour screen and a two mega pixel camera, the phone lets you view and play as you like, whether vertical or horizontal. The large, bright and crystal-clear screen is another prominent feature.

Wunderman, the Creative Agency, chose a vibrant red background for the display. "The striking contrast of the black phone on a red background ensures that commuters and pedestrians are locked into the advert for 110 metres," says Cohen.