Sony Ericsson’s new campaign


Sony Ericsson has launched a new marketing campaign for its new W760 and C702 handsets with built in A-GPS.

In conjunction with The Carphone Warehouse, "Off The Wall with Sony Ericsson" will be a multi-channel marketing campaign linked to events highlighting the art of "free running", as well as in-store promotion across more than 800 Carphone stores.

Free running involves using outside obstacles such as walls or stairs to do street stunts and acrobatics. The initiative offers customers purchasing the W760 in Carphone Warehouse stores exclusive preloaded video footage of free runners in action.

The initiative will be supported by radio and print advertising throughout July and August, featuring the UK’s leading free running athletes performing gravity-defying moves.

Sony Ericsson and Carphone Warehouse will also be launching a series of bespoke free running events across the UK, starting in Liverpool on July 26. Each event will allow customers to observe free running moves and vote for the best free runner in a custom-made outdoor stage.

Sony Ericsson UK and Ireland head of marketing Dave Hilton said: "Off the Wall with Sony Ericsson is a significant campaign that reinforces our credentials as a leader in handset innovation. Our objective is to inspire and energise our customers to use the full range of features on the handsets, from playing games on the move, listening to music, taking photos and using GPS to navigate your way across the city."