Sony Ericsson is claiming the first ever advertising campaign shot entirely via a mobile phone camera with the new ad campaign for the Sony Ericsson C905 Cyber-shot phone.
The campaign is a collaboration between Sony Ericsson and popular men’s magazine FHM, as you could guess from the sexy model holding the phone.
The unique technique emphasizes the selling point of the C905 handset, its powerful camera. The phone’s camera is put to the test by letting a professional fashion photographer use it under professional lighting, models, hair and make-up.
"This is an amazing opportunity for us show off the capabilities of our new phone," explains David Hilton, the Marketing Director of Sony Ericsson UK & Ireland.
"The audience and timing of this campaign is perfect for generating a buzz within the gadget-mad young men of Britain, just as their Christmas wish lists are being created."
The campaign is running as advertorials (advertising editorials) in the December 2008 issue of FHM, just in time for the lucrative Christmas shopping season.
Photographing Ads With Mobile Phones
Sony Ericsson C905 Cyber-Shot Campaign
Trend Themes
1. Mobile Phone Advertising - Opportunity for brands to explore innovative ways of creating advertising campaigns using mobile phone cameras.
2. Collaborative Marketing - Increasing trend of collaboration between brands and magazines to create unique and attention-grabbing advertising campaigns.
3. Showcasing Product Features - Growing trend of utilizing professional photographers to demonstrate the capabilities and selling points of a product.
Industry Implications
1. Mobile Phone Industry - Disruptive innovation opportunity to leverage the camera capabilities of mobile phones for creating impactful advertising content.
2. Publishing Industry - Opportunity to explore collaborations with brands to create engaging advertorials and attract reader attention.
3. Fashion Industry - Opportunity for fashion brands to showcase their products and collaborate with technology companies to create visually stunning campaigns.