Sony Ericsson 'product testing institute' by Dare

3.6 34 Votes

Dare has created a series of improvised short films to promote Sony Ericsson's Xperia X10 handset to the US market.

The campaign promotes the mobile company’s first smartphone launch in the US. The films are hosted on YouTube and target ‘digital entertainment junkies’, who, according to Sony Ericsson, make up approximately 35% of the smartphone market, spending a considerable amount of time online.

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Released: 13 October 2010

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Credits

Campaign title
Product testing institute

Clients
Peter Farmer, head of marketing, North America
Sumit Malhotra, product manager Xperia X10
Adaliz Vicens, head of marketing activations & PR, Sony Ericsson

Creative director
Brian Cooper

Copywriter
Summer Cui

Art director
Anna Kalimbet

Account director
Deborah Turner

Planners
Jon Haywood, Celestine Arnold

TV producer
Sally Alekna

Media agency
MEC

Film director
Henry-Alex Rubin

Production company
Smuggler

Post-production
Prime Focus

Editing
The Whitehouse

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