Sony Ericsson promotes A8i smartphone with makeover roadshow in China

Sony Ericsson is partnering exclusively with China Mobile for its TD-SCDMA A8i smartphone launch.

The ‘Sulin A8i’ through-the-line launch project is handled by creative agency Iris and includes a product video; digital, print and outdoor executions; experiential activity; and PR initiatives. The campaign is introduced online and activated elsewhere on 29 November. Cities involved are Beijing, Shanghai, Guangzhou and Chengdu.

David King, Iris’ regional CEO, and creative director Barry Low are managing the account.

Sony Ericsson also kicks off a roadshow across the four cities next week where people will be selected to attend a makeover show.

The styling concept is based on the shiny new A8i case design that doubles as a mirror.

The goal is to break the world record and create a makeover event with the highest number of attendants ever. People can also enter the event by uploading a photo of themselves and taking part in a virtual make-over.

“While consumers may initially pick out our handset over others for its stylish chrome design, they will also have the reassurance that it is loaded with engaging entertainment content, too,” said Roland Cheng, head of marketing for China region at Sony Ericsson Mobile Communications.

The project is hosted at Sonyericsson.com/cn/a8i.