We developed an idea based around a graffiti artist, who would appear at different locations in Munich the week prior to the event, spray messages about Snoop Dog and Sony Ericsson, then disappear.A series of short video clips featuring a well known graffiti artist were filmed in a studio, each with a different message relating to either Snoop Dog, or to the new Sony Ericsson Walkman phone (the new W910i, with “shake it”).

Positive tracking scores on all key criteria, whilst competitor scores were down. Sony Ericsson successfully strengthened their position as a leader in music technology. The brave media and creative solution created significant word of mouth, making it onto YouTube, and even generating PR coverage in the main German newspaper (‘BILD’).