With the creation of the “Spectacular Mobile Showcase”, the client was able to dramatise their hand-sets displaying metre-tall replicas of their new mobile music product range to a captive commuter audience within a moving vehicle. Linking in to TVC’s running on-air, teasers online, and youth press, the huge showcase worked far better than competitor outdoor sites, surprising and intriguing bystanders who are used to seeing the very functional maintenance train passing by.

For years Sony Ericsson had been creeping up the rankings, but could not break out of the number 3 position. Following this campaign, a 6% sales volume increase took the brand to number 2 for the first time. Over US$65,000 of PR coverage was generated in national newspapers and websites.