MEDIA CHOICE: Glen Mutel, a reporter at Campaign, picks the launch of Sony Ericsson's P800 smart phone to the business community, through Mediaedge:cia

"Although there's nothing new about coverwraps, it is always nice to see them done professionally and with obvious forethought.

"This effort from Sony Ericsson targets the P800 smartphone at readers of The Economist. The front page of the wrap shows a P800 displaying a graph of the plummeting FTSE index - an image extremely well tailored to the needs of this particular audience.

"The initiative is aimed specifically at business travellers. As such, copies of the title were given away in First and Business Class lounges at Heathrow airport. It's a situation where everybody wins, as not only is the P800 seen by the right people, but all lapsed readers of The Economist among this group will be reacquainted with the title at a time when they are very likely to be in desperate need of some reading material."

Client: Sony Ericsson

Medium: The Economist

Media planning and buying: Nicole Schneider at Mediaedge:cia

Creative: Bartle Bogle Hegarty/Iris

Brief: Create a campaign to launch the Sony Ericsson to business


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