Sony Ericsson unveils campaign to promote Xperia X1

Independent integrated marketing agency iris India has recently rolled out a high visibility experiential campaign across the nation for its client, Sony Ericsson.

With an aim to create buzz around Sony Ericsson's Xperia X1 handset, the promotion drive includes experiential zones set up in malls and at corporate events as part of Sony Ericsson's staggered worldwide launch of the handset.  Xperia X1 is pegged as Sony Ericsson's answer to the iPhone.

"The promotion, which is part of Sony Ericsson's "I {SE} my different lives" campaign for its Xperia model, aims to generate consumer leads and conversion  by offering live product demonstrations in demarcated experiential zones at malls and corporate offices," said Alok Lall, MD, iris India. "It will target high net worth individuals." 

There will also be giveaways of varied business interests, as well as special offers including group discounts for corporate customers. Point-of-sale material for the stands will include tent cards, panel and backlit displays and video demonstrations on plasma screens. An MC will announce prizes that can be won in randomly selected free prize draws to increase audience participation.
 
Sony Ericsson announced the launch of its Xperia handset in November this year, which is Sony Ericsson's first fully converged device offering a comprehensive entertainment experience, software and GSM3.

In March, Sony Ericsson had appointed iris to handle its global activation strategy, making the agency responsible for implementing integrated campaigns across all of Sony Ericsson's sports marketing properties, retail business and sales promotion work.

Saatchi & Saatchi is the brand's creative partner in India, primarily handling television and print advertisements.