Rap star to bring down curtain on campaign

Singapore - Sony Ericsson's, in partnership with SingTel, ‘I Love Clubbing VIP Style' campaign ends tonight with Jamaican American reggae singer, Sean Kingston performing at Ministry of Sound.

The campaign launched in early March, in SingTel stores, and gave incentive for consumers to purchase the Sony Ericsson W890i Walkman phone as they could redeem vouchers to receive tickets to the performance. Iris was responsible for delivering the integrated campaign including conceptualisation, partnership liaison, artist negotiation, event management, production and retail activation. Iris would not comment on how much Kingston's, who in 2007 topped the charts with his single ‘Beautiful Girls', performance fee was. 2000 consumers are expected to attend the event.

"Built on a solid consumer insight, this campaign will create a unique and memorable experience making Sony Ericsson Walkman relevant to a younger audience. This is part of Sony Ericsson's partnership with SingTel to deliver musical events where consumers can ‘Experience Music Differently'," Dan Saxby, MD for Iris Singapore said.