Saatchis leads regional campaigns for Sony Ericsson phones

Asia Pacific - Saatchi & Saatchi Singapore has launched a regional brand advertising campaign aimed at promoting the Sony Ericsson W610i and W200i walkman phones.

Targeted at music fans, the campaign launches regionally across 13 countries in Asia Pacific. The three creative executions - tagged ‘Kimono vs. Punk', ‘Beauty vs. Geek' and ‘Hip hop vs. Classical' - feature different people with opposing archetypes sharing the same interest in music.

"Response to the campaign has been very positive," Sony Ericsson's VP of marketing Chris Lee said. "This campaign announces in an iconic fashion the place music has come to occupy in people's lives, and Sony Ericsson is at the heart of this story with our Walkman phones."

Saatchi & Saatchi Singapore also worked on Sony Ericsson's launch of the K550i Cyber-shot phone, with the agency in charge of developing an integrated campaign that runs regionally in 13 markets.

The new campaign plays on the product's active lens cover to convey the product's ability to transition from phone to camera quickly - apart from a 30 second TVC, the campaign also rolled out on print, outdoor, digital and POS material.