Sony Ericsson T610 Global Campaign
"Pass it on" with Quickshare
"Pass it on" with Quickshare
Simplicity in form. Simplicity in function.
This has been the basis from which all development of the new Sony Ericsson T610 Marketing Campaign took place. It is an understated idea that is clearly defined once you see and hold the T610. Understated yet bold, a definitive statement about the style and direction of Sony Ericsson's design language, the T610 campaign has
been designed based on the 'language' of the product.
The T610 / T616 / T618 is Sony Ericsson's first phone to be designed with Sony Ericsson's new design language and form factor. It also brings with it a new MMI (Man Machine Interface) and revolutionary new QuickShare functionality. It is these two messages that this through-the-line campaign is built on, with the design being visually portrayed and "Quickshare" supporting the message.
To illustrate the unique character and teh benefits of this breakthrough product,we have used a very strong visual style based on the core characteristicsof the product. In print, we have led with the product itself,using contrasting moods of 'darkness and light' to reinforce a new languagein product design. This has been consistently executed in all printedmaterials, including the POS and PR items, as well as in Digital.
Additionally,in the TVC we increase the QuickShare benefits with a consumertakeout of "Pass It On" to illustrate the picture messaging and builtin camera functionality. In all elements, the product is the centre ofattention.
TheT610 campaign has numerous elements, all built from the same briefdemanding consistency in tone and manner. The strength of this campaignwill be in the unified execution in market, that we can strive toachieve. Consistency must be paramount throughout the various consumercontact points.
Thoughour advertising message is clear, we have assembled this manualin order to make sure our brand and product image remain strongand consistent throughout the world, from region to region.
Hereyou'll find all the information you need to introduce the T610 in your market.The complete campaign includes TVC spots, print images with tworoutes (Style or Technical), Digital, POS and PR materials. Key to this
campaignis the consistency and clarity of one united message. After all, thepower of truly great advertising lies not only in the concept, but also inthe executional details.
Remember,Simplicity in Form, Simplicity in Function, that creates an extremelyvisually powerful offering.
This has been the basis from which all development of the new Sony Ericsson T610 Marketing Campaign took place. It is an understated idea that is clearly defined once you see and hold the T610. Understated yet bold, a definitive statement about the style and direction of Sony Ericsson's design language, the T610 campaign has
been designed based on the 'language' of the product.
The T610 / T616 / T618 is Sony Ericsson's first phone to be designed with Sony Ericsson's new design language and form factor. It also brings with it a new MMI (Man Machine Interface) and revolutionary new QuickShare functionality. It is these two messages that this through-the-line campaign is built on, with the design being visually portrayed and "Quickshare" supporting the message.
To illustrate the unique character and teh benefits of this breakthrough product,we have used a very strong visual style based on the core characteristicsof the product. In print, we have led with the product itself,using contrasting moods of 'darkness and light' to reinforce a new languagein product design. This has been consistently executed in all printedmaterials, including the POS and PR items, as well as in Digital.
Additionally,in the TVC we increase the QuickShare benefits with a consumertakeout of "Pass It On" to illustrate the picture messaging and builtin camera functionality. In all elements, the product is the centre ofattention.
TheT610 campaign has numerous elements, all built from the same briefdemanding consistency in tone and manner. The strength of this campaignwill be in the unified execution in market, that we can strive toachieve. Consistency must be paramount throughout the various consumercontact points.
Thoughour advertising message is clear, we have assembled this manualin order to make sure our brand and product image remain strongand consistent throughout the world, from region to region.
Hereyou'll find all the information you need to introduce the T610 in your market.The complete campaign includes TVC spots, print images with tworoutes (Style or Technical), Digital, POS and PR materials. Key to this
campaignis the consistency and clarity of one united message. After all, thepower of truly great advertising lies not only in the concept, but also inthe executional details.
Remember,Simplicity in Form, Simplicity in Function, that creates an extremelyvisually powerful offering.
