Sony Ericsson rides HK's first Wifi bus

Hong Kong - To coincide with the rollout of free internet access on 10 selected WiFi buses from New World First Bus (NWFB) and Citybus, Sony Ericsson has kicked off an outdoor bus campaign to promote the launch of its WiFi phone.

Michelle Au, marketing director for Sony Ericsson Mobile Communications Hong Kong & Macau, said the campaign will target in-touch organisers between the age of 25 to 45.

She explained that this group of target audience is seeking a balance between life and work by using mobile as a communication tool to help manage their lives through connecting to family, work and lifestyle.

Marisa Kwok, general manager for Sony Ericsson Mobile Communications Hong Kong and Macau, added that as part of the the launch of the G705 WiFi phone, it will join hands with NWFB and Citybus to announce the first Wi-Fi bus in Hong Kong.

"With a range of hot keys and the HTML full screen browser, the G705 is the perfect mobile device for users wanting to experience the unlimited excitement of Wi-Fi connectivity on the bus."

The outdoor campaign will run for three months and include print in various newspapers and trade magazines such as PC Market and E-Zone.

McCann Erickson developed the creative for this campaign. Alexis Chiu, business director for MaCann Erickson said the creative rationale is focused around the innovative nature of the WiFi service on the bus. Mediaedge:cia was responsible for the media buying and planning.