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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Campaign title
Product testing institute

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

Summer Cui

Art director
Anna Kalimbet

Account director
Deborah Turner

Jon Haywood, Celestine Arnold

TV producer
Sally Alekna

Media agency

Film director
Henry-Alex Rubin

Production company

Prime Focus

The Whitehouse

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