Cavalli headlines fashion platform for 3's campaign

The below-the-line push is designed to position the LG 8360 phone as a fashion accessory. According to Lau, Italian designer Roberto Cavalli hand-painted 1,000 LG 8360 phones, 33 of which will be sold in Asia for HK$10,000 (US$1,250) each. Consumers can purchase the phone and its accessories at 3 stores. "Showing the phone as a fashion accessory was critical in the promotions and we used original photography," said Lau. "The idea behind the advertising creative was to show a model in the fashion shoot. Instead of the model carrying a phone, it becomes a fashion accessory, part of the clothes to show it as independent fashion gear." The ads are running in magazines and newspapers, as well as outdoor. A series of advertorials also features local celebrities promoting the LG 8360 phones. Raymond Ho, head of marketing at 3, said: "We have brought out a series of 3G products under the platform of fashion. The positioning is more consumer-friendly. The advertorials explain the similarities between the designer and the image of 3, which is brave and exuberant."