Ericsson bids for Wap supremacy in region

<p>On the back of the increasing popularity of wireless application </p><p>protocol (Wap) mobile phones in Asia-Pacific, Ericsson has launched a </p><p>major regional campaign to drive sales of its R320 Wap phones. </p><p><BR><BR> </p><p>The campaign is fully integrated, involving television and print </p><p>advertising, public relations, point-of-sale and channel marketing. </p><p><BR><BR> </p><p>The strategy behind the campaign aims to position the R320 as a powerful </p><p>mobile communications device and information management tool. </p><p><BR><BR> </p><p>This is underlined by the headline, "To your fingers, it's a phone. To </p><p>your mind it's a Wap browser." </p><p><BR><BR> </p><p>The campaign is coordinated by the partnership between Dentsu Young & </p><p>Rubicam and its sister company Impiric in Singapore, with special </p><p>creative input from DY&R in Hong Kong. </p><p><BR><BR> </p><p>Asia is the only region where the television advertising has been </p><p>specifically developed for R320. However, it is likely that the TVC will </p><p>be adapted for use in other parts of the world. </p><p><BR><BR> </p>