Sony Ericsson hones image of 'star' brands

Working with MEC International WCSS, the K750i is rolling out across 11 regional markets through a 'Unique shots of life' campaign that is running on seven TV channels, two print media and six online media. Based on the insight that the target group craves individuality, the campaign identifies a number of 'passion points' that communicate the capabilities of the phone's 2.0 megapixel camera.

"This is a sophisticated young consumer requiring a media solution that goes far beyond spot-buy," explained MEC WCSS regional manager Mak Min Huey. Accordingly the 'sports passion point' allows ESPN Star Sports viewers to enter an online contest to 'Guess the ESPN Presenter'.

The travel connection, meanwhile, sees sponsorship of MTV Trippin' -- which follows Cameron Diaz around the world on a quest to safeguard the environment, and allows viewers to submit their own 'unique travel shots' to an online contest. The travel link is deepened by sponsorship of Lonely Planet Six Degrees on Discovery Travel and Living.

A blurred print advert followed by the image in focus is running in Time and the Asian Wall Street Journal to communicate the phone's image clarity and auto-focus function, while customised online greetings have been developed in collaboration with MSN to allow users to send these to friends.

The regional push follows the Singapore K750i launch, which saw MEC roll out the 'Pixman' -- men carrying flat screen TVs on their backs -- on the city's streets. One Pixman screen showed the new K750i TV ad, while the other screen broadcasted pictures taken immediately, using Bluetooth technology.

"We try to be creative when we use the media," explained Sony Ericsson Mobile Communications director of marketing communications Arthur Huang. "Where you have limited funds you have to be more impactful."

Huang added that because of Sony Ericsson's limited marketing budget in comparison to competitors such as Nokia and Motorola, it is focusing its marcomms on 'star' models such as the K750i and the S600i -- a 'super play phone' that is geared towards entertainment and gaming.

Huang also noted that while Sony Ericsson only accounts for seven per cent of the global mobile market, its progress in Asia-Pacific has been more than satisfactory.

"At the moment our brand recognition is growing, to 93 per cent for Q1 of 2005, and 57 per cent unaided," said Huang. "We are now number two in Hong Kong, Singapore and Indonesia. A totally new generation is coming -- we want to play nicely, even though we are small."

The other three Sony Ericsson models that will hit the market this year are the J210i, the K608i and the Z520i.