In 2006, we launched a unique campaign for Sony Ericsson’s new mobile phone. The product to be promoted was W41S, a new mobile phone that allows users to “air download” music anytime, anywhere. In order to convey this product message to music loving young people, we planned a publicity event starring an artist with top CD sales.

In order to convey this product message to music loving young people, we planned a publicity event starring an artist with top CD sales. The artist appeared in 3D hologram in 5 different places such as after-hour apparel shops and cafes and performed their new song live, stirring up a few hundred people with excitement.

As for publicity of this event, we put up mysterious graffiti-like ads all over town with the aim to create rumor and buzz, which ultimately led to mass coverage on various news programs, making it an integrated bilateral campaign of TV commercial, event, and PR. Recording sales of 700,000 mobile phones.