Sony Ericsson starts its global marketing campaign for the new Cyber-shot phone with the launch of 'Never Miss a Shot', an action-packed TV commercial starring top female tennis players Ana Ivanovic and Daniela Hantuchova.
The agency behind the TV advertising is BBH, and John Hegarty personally penned the script.
The Sony Ericsson
Cyber-shot
phone is unique; no other camera phone on the market has an integrated Cyber-Shot camera module combining all the features found in a dedicated digital camera. Sony Ericsson's BestPic technology makes sure you quite literally 'never miss a shot' by offering nine full quality 3.2 megapixel pictures from one click of the shutter. The camera takes four pictures before and four after the captured image, with all nine captured images displayed as icons on screen so users can scroll through the images and save the best one.
www.nevermissashot.com, the website built to host the online premiere of the advert, will also offer consumers a variety of interactive options including a specially designed 'Pong' tennis game where players can chose to be Ana or Daniela and play their own rooftop tennis match. Consumers are also invited to download content featuring all the action of the television commercial.
A second website www.sonyericcson.com/cyber-shot, offers consumers further information on the
Sony Ericsson Cyber-shot phone. Using a series of 'missed shot' examples, the site teaches the consumers how using features such as the Xenon flash and image stabilizer on the Cyber-shot phone will ensure they 'never miss a shot' again. Consumers are also invited to post up their 'near miss' photos in a gallery, and are given a lesson in how the photo could have been better if taken on a new Cyber-shot phone.
Both the www.nevermissashot.com and www.sonyericcson.com/cyber-shot websites go live on July 5.
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