Music fronts Sony Ericsson's phone launch

Singapore - Sony Ericsson has launched an integrated campaign to promote its new mobile phone, W910i, targeting PMEBs and students through a TVC, print ads, and an exclusive music event.

The concert to promote the phone will be held on 2 December and is co-sponsored by Singtel. It features regional celebrities such as Wang Lee Hom, Huang Yida and Daniel Lee. By invitation only, tickets were given out at the telco outlets with every handset purchase.

"It's going to a private and cosy affair, a gathering of music lovers, friends and well-wishers just coming together to enjoy great music and have a fun night out," Sony Ericsson's head of marketing, Singapore, Jack Tan said.

The phone features the Shake Control and Sensme which shuffles its songs based on motion of the wrist and allows users to select songs based on their moods. These two features are highlighted in an action packed TVC which spans five weeks and is currently running on two terrestrial TV channels.

The print ad will run on the local papers such as The Straits Times and a sponsored series will run on The New Paper's Friday Fling music page.

The media strategy for the product launch is handled by MEC Singapore.