JCDecaux

Sony Ericsson unveils outdoor media first to promote new music download service

06 July 2007

London, July 4th, Mediaedge:CIA and leading Out Of Home agency Kinetic have created a major outdoor campaign with JCDecaux to promote the new T-Mobile music download service available on the Sony Ericsson W880i Walkman® Phone. The multifaceted campaign includes a media first from JCDecaux with five specially built interactive LCD touch screens allowing the public to press images of the phone in order to select music tracks to listen to, watch video trailers and view product information.  

The strategy was to design a tactile campaign in which the public can experience for themselves the usability and functionality of the handset. Screens will be installed in bus shelters across the country, including two in central London and one each in selected key cities. Whole vinyl wraps will also dominate bus shelters including the ceilings and floors. In addition the campaign will see bar domination in including branding on beer mats, washroom panels and bar runners, as well as a national six sheet blitz. 

Mediaedge:CIA  and Kinetic worked with creative agency Iris in planning the campaign. Craig MaClennan, Sony Ericsson UK & Ireland Marketing Manager, said: “As mobile music leaders, Sony Ericsson and T-Mobile have combined forces to offer a fun, new, innovative and interactive way for consumers to access ‘music on the move.’ It’s really exciting to be part of a UK media first – I only hope people don’t start missing their bus because of the great music!” Simon Russell, Account Director at Kinetic said: “It’s great to be involved in a high impact, multifaceted campaign on this scale. The interactive screens will allow users to interact with the product to test its usability and function in a fun and exciting way.”