Sony Ericsson puts 10 per cent of S700i launch budget online

by Philip Buxton, Revolution UK 01-Feb-05, 10:56

Sony Ericsson is committing 10 per cent of a £3.7m launch budget for its new S700i camera phone on the web.

As part of an integrated push that saw TV ads break late in January, an online campaign will educate users on how to take pictures with their handsets.

Guides to the basics of digital photography have been placed on key sites GQ.co.uk, Vogue.co.uk, Timeout.com, Times online.co.uk, Tiscali.co.uk, and Guardian.co.uk.

Meanwhile, the online ad campaign is using banners, skyscrapers, MPUs (media player units) and overlays to build awareness.

The ad campaign is being run on the same key sites, as well as Menshealth.co.uk, Channel4.com and lastminute.com.

Users can view a gallery of images and further information on the handset on a dedicated microsite (www.sonyericsson.com/s700), as well as screensavers and wallpaper.

MEC Digital, the online arm of mediaedge:cia, planned and bought the media, while the creative was developed by Dare.

The move is the latest in a series of mobile launches from Sony Ericsson being supported heavily online. The company told Revolution in November how it was spending up to 30 per cent of its launch budgets online.

Andy Wasef, account manager for Sony Ericsson at MEC Digital, commented: "Sony Ericsson continues to push back the boundaries of digital communications and remain at the forefront of this medium. Its briefs allow us to deliver innovative digital solutions."