We picked Valentines Day from the calendar……and developed an interactive media format which stimulated the readers to use their hands and fingers.Two sequential double page adds showed the W380 being kissed by a boy and a girl. By tearing apart the middle page, the couple would reach each other for a kiss.

Sony Ericsson´s quarterly research studies showed significant growth in perception:- 8% in music technology leadership- 6% in innovative brand - 11% in trendsetting brandSE W380 became leader in the mid low price cell phone category as well as one of the top 10 best selling products of 2008.