Sony Ericsson showcases FHM on mobile

by Milly Glaister, Media Week 30-Oct-08, 15:20

LONDON - Sony Ericsson has teamed up with Bauer Media's men's lifestyle title FHM to create the first magazine campaign to be entirely shot on a mobile phone camera.

In a five-figure deal to promote the new Sony Ericsson C905 Cyber-shot handset, the phone camera creative advertorials will run in the December 2008 issue of FHM, for sale today (October 30) to target the Christmas shopping season.

Bauer Media developed the creative idea to put the handset to the test for the advertorial and set up a photography shoot using professional lighting, models, hair, make-up and a professional fashion photographer, who had to use the C905 Cyber-shot handset.

David Hilton, marketing director of Sony Ericsson UK & Ireland, described the choice of partnership with FHM as a bid to generate a buzz within the "gadget-mad" young men of Britain for their Christmas wish lists.