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