SE Cyber-shot phones makes news

Singapore - Sony Ericsson has leveraged on the distribution of its own self-branded newspaper called ‘Top Shot' to drive visibility and credibility for Sony Ericsson's range of Cyber-shot phones to a wider group of audience.

The campaign featured the distribution of two issues of Top Shot to the public; the first on 7 and 8 June, and the second on 4 to 6 July. Distribution points included Ang Mo Kio, Tanjong Pagar, City Hall and Raffles Place, and Orchard with newspapers handed out from 8am to 10am and again from 6pm to 8pm - it was estimated 15,000 to 20,000 copies were given out per day per station.

"People enjoy looking out for distractions to take the monotony off train rides, so by giving out content where it is anticipated (the introduction of commuter freesheets had conditioned consumers into looking forward to getting something to read during their train rides) and sometimes welcomed, will form a stronger impression on the consumer's mind - by getting the consumers actively engaged with the proposition in an environment where they actively seek out the information, we can achieve higher recall of the activity," Lisa Chua, manager, Mediaedge:cia (MEC) said.

The campaign aimed to position Sony Ericsson Cyber-shot phones as a handset able to capture, share and make news on the go, and the second issue's eight-paged newspaper featured product functions, tips on photography and a photography contest. Targetting people aged 15 to 34, the campaign was also supported by print and online ads which were used to drive traffic to a microsite.

Iris handled the conceptualisation of Top Shot and the creatives; MEC Singapore handled all media planning and buying duties and also worked with SMRT for approval to use the stations as distribution points.