Singapore, 10th May 2007 - Sony Ericsson showcased a media-first outdoor campaign on JCDecaux Streetside network which commenced on 9th May.

The objective of this campaign is to promote the latest Sony Walkman mobile phone series, W880i. Given that youths aged 15-29 years old, constantly seeks novelty and relish being opinion leaders, this creative buy may just become a talking point for them.

Mediaedge:cia (MEC) planned a head-turning campaign utilizing two forms of JCDecaux Innovate products to replicate life-sized 3D special builds of the Sony Ericsson W880i phones fitted on the front of the 6-sheet panels whereby a Showscreen, custom built flat screen with sound, was included in the panel to replicate the real phone. Passers-by could fiddle with the giant buttons to scroll through the song list where 20 30 seconds songs are available for download via Bluetooth. Five of such replicas can be found along Orchard Road and it will run for six weeks until mid of June. The campaign is also bought in TV, press, taxis and train medium.

Lisa Chua, Manager at Mediaedge:cia, explains "The Singaporean youth loves novelty and easily embrace technology, thus an experiential marketing campaign like this can resound well with them. Orchard Road is the natural hangout where trendy opinion-leaders hang out, thus the JCDecaux Orchard Bus Shelters are a natural platform to showcase the three-dimensional phones."

Mediaedge:cia planned and executed the campaign while Effects Design handled the creative duties.